Zhong Shen, Xu Xueting, Li Junwei, Wu Nanlin
School of Finance, Harbin University of Commerce, Harbin, Heilongjiang, China.
School of Humanities, Social Sciences & Law, Harbin Institute of Technology, Harbin, Heilongjiang, China.
Front Psychol. 2023 Jan 10;13:820575. doi: 10.3389/fpsyg.2022.820575. eCollection 2022.
Green agriculture is the direction of sustainable development of China's modern agriculture and the inherent requirement of taking the road of characteristic new agricultural modernization. As one of the main bodies of new agricultural management, professional large households are of great significance to lead the development of efficient agriculture and accelerate the development of green agricultural economy in Heilongjiang. Therefore, based on the theory of planned behavior, this article includes 275 major professional households in Heilongjiang Province as a sample of demonstration counties (cities) for green, high-quality, and efficient creation, combined with field research data and structural equation model, and discusses the willingness of large professional households to participate in green agricultural production financing and behavioral factors and mechanisms of action. The perceived behavior control (PBC), attitude toward the behavior (AB), and subjective norms (SNs) of large professional households to engage in green agricultural production determine their financing intentions (FNs), which further determines their financing behavior (FB). The results show that PBC, AB, and SN have a significant positive impact on the FN of large professional households, and further indirectly affect the FB. It should be noted that SNs have the most significant impact on the FN of large professional households to participate in green agricultural production. Therefore, it is necessary to establish effective government propaganda measures and preferential policies, improve the awareness of the importance of green agricultural production financing, and create a good social atmosphere for agricultural sustainable development and active participation in financing. The purpose of this study is to provide a reference for policymakers to formulate relevant policies to cultivate major professional households and develop green agricultural economy in Heilongjiang Province.
绿色农业是中国现代农业可持续发展的方向，是走特色新型农业现代化道路的内在要求。作为新型农业经营主体之一，专业大户对于引领高效农业发展、加快黑龙江省绿色农业经济发展具有重要意义。因此，本文基于计划行为理论，以黑龙江省275户专业大户作为绿色优质高效创建示范县（市）样本，结合实地调研数据和结构方程模型，探讨专业大户参与绿色农业生产融资的意愿以及行为影响因素和作用机制。专业大户从事绿色农业生产的感知行为控制（PBC）、行为态度（AB）和主观规范（SNs）决定其融资意愿（FNs），进而决定其融资行为（FB）。结果表明，PBC、AB和SN对专业大户的FN有显著正向影响，并进一步间接影响FB。需要注意的是，SNs对专业大户参与绿色农业生产的FN影响最为显著。因此，有必要建立有效的政府宣传措施和优惠政策，提高绿色农业生产融资重要性的认识，营造农业可持续发展和积极参与融资的良好社会氛围。本研究旨在为政策制定者制定相关政策以培育专业大户和发展黑龙江省绿色农业经济提供参考。
