Research On The Influencing Mechanism Of Farmers’ Pro-environmental Behavior

With the continuous advancement of urbanization and industrialization,coupled with the modernization of rural areas,the environmental problems of agriculture and rural areas have become increasingly prominent,which has greatly restricted the development of the rural economy.As a result,environmental issues have become an important topic in rural research.Whether it is river water pollution,farmland destruction,or garbage villages and garbage dams that can be seen everywhere in rural areas,it reflects the pollution and ecological damage of rural environment in China,and also greatly affects the lives of farmers.The key to the improvement and improvement of the rural environment is that farmers must establish a good ecological habitat environment and rely on farmers to encourage sustainable production and lifestyle to achieve a harmonious coexistence between man and nature.Therefore,how to effectively promote the adoption of pro-environmental behaviors by farmers is crucial to improving the quality of rural human settlements and the prosperity of agriculture and rural areas.This paper aims to systematically and in-depth study on the influencing factors of farmers’ environmental behaviors,in order to find out the endogenous factors,propose solutions to the specificity,and ensure the sustainable development of the rural environment.Based on bounded rationality,planned behavior theory,normative activation theory,I will try the individual psychological level(group norms,environmental cognition,responsibility awareness),situational factors(environmental policy),environmental quality,incentives and publicity and education)are included in the overall research framework and raise research questions.The environmental protection behavior of farmers is not only the result of rational choice,but also the external normative pressure,that is,the combination of their own emotional factors and the external contract environment.Most of the existing researches pay attention to the influence of factors such as ethics,group value orientation and individual rationality on the environmental behavior of farmers.Few studies have analyzed the problem from the internal and external factors perceived by individuals,and explored and tested individuals.The theoretical relationship between psychological factors and environmental situational factors and the relative environmental behavior of farmers in the context of living and living.This paper combs and summarizes the existing research literature,uses appropriate theories,constructs the model,and corrects and hypothesizes the model,and finally proposes a solution.The details are as follows:The introduction part introduces the current environmental problems related to production and life in rural areas of China,and carries out detailed literature review and related comments on the relevant domestic and international discussions on pro-environmental behaviors,which proposes the relative environment of farmers under the realistic and theoretical background.The research content and overall thinking of behavior.In addition,the research methods and technical roadmaps of the farmers’ environmental behaviors are also listed,and the possible innovations and deficiencies may be summarized.Related concepts and theoretical basis.The main concepts related to the environmental behavior were developed and defined.The theoretical factors affecting the environmental behavior of farmers and the theory of motivational crowding,the theory of planned behavior,the theory of normative activation,etc.were reviewed,and a brief summary was made to understand the existing The progress of the research,the definition of concepts,lay the foundation for subsequent research.Analysis of the status quo and problems of farmers’ environmental behaviors.It mainly briefly summarizes the current environmental status of rural areas,analyzes the existing problems,and then finds out the reasons for the current environmental behaviors of farmers.Theoretical model construction is proposed and tested.The model that affects the environmental behavior of farmers,including: social norms,responsibility awareness,Research hypotheses of environmental cognition on environmental attitudes and pro-environmental behaviors;rural environmental policies,environmental quality,propaganda and education and related incentives for farmers’ environmental behaviors;environmental attitudes for research on eco-friendly behaviors.On this basis,the design scale was used to conduct small-scale questionnaire surveys for farmers in Lishui County,Hubei Province,and the detailed and rigorous data analysis of the reliability and validity of the questionnaires was carried out through SPSS software and Amos software.Learning and realistic operability,delete the items that are not up to the standard to achieve the purpose of scale optimization.After the formal questionnaires were collected,the structural equation model was used to carry out the reliability validity test,the confirmatory factor analysis,the correlation analysis and the regression analysis and the intermediary test,and finally the mechanism of the individual psychological and situational factors on the relative environmental behavior of the farmers was clarified.Countermeasures for farmers’ environmental behaviors.On the basis of the previous empirical analysis,based on the psychological and contextual intervention paths,we propose targeted intervention strategies,such as cultivating farmers’ environmental responsibility awareness,increasing environmental protection propaganda and improving local environmental regulations.Institutions and other methods strengthen individual psychological factors,and comprehensively apply policies and play the role of the government,strengthen external norms,and strengthen farmers’ awareness of environmental protection and behavioral tendencies.Through the above research,the main research conclusions are as follows:The protection of the rural ecological environment is inseparable from the farmers’ efforts.As the main body of agricultural production and life in the whole rural areas,farmers’ basic behaviors in production mode and daily life will have a root,persistence and direct impact on the rural ecological environment.Therefore,in order to protect the ecological and natural environment in rural areas,the implementation of the national ecological policy is in need of the participation of the majority of farmers.Focus on the impact of individual perceived psychological factors on farmers’ environmental behaviors.The study found that the social norms perceived by farmers and their own environmental awareness and environmental literacy have a significant positive impact on the implementation of pro-environmental behavior in rural life situations.According to the sampling data in Lishui County,Hubei Province,environmental literacy has the strongest attitude towards farmers,and the regression coefficient reaches 0.488,followed by the social norms of farmers.The regression coefficient reaches 0.415,and then the environmental awareness of farmers,the regression coefficient reaches 0.401.It can be seen that the three psychological variables have higher influence on environmental attitudes;in the influence of environmentally friendly behaviors,environmental literacy(0.567)is also the highest,social norms(0.401)is second,and environmental awareness(0.380)is relatively weakest.,but the coefficients are higher than 0.35.Different demographic variables have larger differences,and there are some differences in age,education,and disposable income.Some of them confirm the environmental literacy model proposed by Archibald et al.(1986).Individual differences will be reflected in the individual’s psychological perception.The behavior shown.The situational factors in which farmers live are also directly and indirectly affecting environmentally friendly behavior.At present,most scholars analyze the psychological effects behind behaviors based on different theoretical perspectives,but most researchers ignore the effects of internal and external factors on farmers’ attitudes and environmental behaviors.mechanism.The fourth chapter finds that among the factors affecting environmental attitudes,environmental measures(0.726),publicity and education(0.665),and incentives(0.626)rural status(0.618),affecting environmental behavior,the order changes.Publicity and education(0.584)is the highest,followed by rural status(0.443),environmental measures(0.433)and incentives(0.408).Therefore,environmental measures and publicity and education should be adopted in rural areas to achieve the best results.There are also certain differences in different demographic variables,which are reflected in the academic qualifications(differences in incentives)and age(different environmental attitudes).The difference in disposable income is reflected in the rural status quo,publicity and education,incentives,environmental attitudes,etc.In the conceptual dimension,basically the higher the income,the higher the willingness to the rural status quo,publicity and education,and environmental attitudes.Based on internal and external factors,this paper studies the environmental behavior of farmers,combines bounded rationality,planned behavior theory,normative activation theory,etc.,combines individual perceived psychological factors with rural situational factors,and integrates into the overall research framework to drive the environmental behavior of farmers.The influencing factors were systematically analyzed.The innovation of the article is mainly reflected in the following points: First,this study constructs a model of farmers’ environmental behavior based on psychological and external situations.Secondly,in the past,the study of the environmental behavior of farmers in the analysis of the role of different factors,although the emphasis on the role of external factors on individual attitudes and behaviors,but did not go into depth to explore the specific situation,leading to how to propose Strategies and policy guidelines lack effectiveness and relevance.Third,the norm-activation theory,planning behavior theory,attitude-behavior-scenario theory,etc.are applied to the study of farmers’ environmental behaviors.This paper is mainly based on the rural regional environment.By integrating and developing the existing theoretical framework,taking into account the uniqueness of the “rational people” and the rural environment,the individual’s basic psychology is analyzed,and the external rural environmental factors are also discussed.The influence expands the application scope and application context of the existing theory.Through household interviews and field research,this paper combines the different theoretical perspectives of current environmental behavior research and analyzes the different factors of intervention work according to the unique characteristics of farmers’ environmental behaviors,including individual psychological factors and environmental factors.The driving system for the environmental behavior of farmers in the region.