Analysis Of The Driving Factors Of New Energy Technology Applications Of Farmers

As the basis of human survival and development,energy problem has been the hot topic in the world.At present,China has become the largest country in the energy demand in the world,especially for rural energy demand because of the huge rural population.Hence,promoting the rural new energy technology vigorously will be an important measure to relieve the tension of energy supply and demand.But it turns out that,as with inactive new energy technology application behavior for rural households,the process of promoting new energy technologies in rural areas has been slow-moving.Therefore,it is imperative to clarify the driving factors of new energy technology application behavior for rural households,which is useful for improving the situation for new energy technologies and promoting the transformation and upgrading of the energy structure.This paper utilize the Structural Equation Model(SEM)to analyze the driving factors of new energy technology application behavior for rural households based on 1500 farmers survey data from Poyang Lake Ecological Economic Zone(PLEEZ)in Jiangxi province.We choose 34 observational variables in four different dimensions including behavioral attitude,subjective norm,perceptual behavior control and local energy environment based on the theory of planned behavior,value-faith-normative theory and consumer behavior theory.The results show that:(1)Based on the method of factor analysis,behavior attitude,subjective norm,perceptual behavior control and external environment condition have an obvious positive effect on farmers' behavior,which mean that farmers' behavior are influenced by both internal psychology and external environment.(2)Based on the results of SEM,farmers' behavior are strongly influenced by their own technology level,group pressure,local energy environment and environmental attitudes,while the social rules,altruism and intellectual level have little effect on farmers' behavior.(3)From the perspective of the path coefficient of the observation index and the latent variable,we find that farmers with positive environmental attitudes have a certain level of environmental awareness,but with the effect of egoism of which is caused by economic conditions and living habits,their behavior and cognition are often contradictory.Secondly,the influence of group pressure is greater than the rule system and the realistic humanistic environment is the key factor that affects behavioral tendency,while the general behavior of the group is closely related to the official propaganda information.Thirdly,knowledge and technical ability have positive influence on farmer behavior,but relative to environmental protection energy knowledge,farmers are more concerned with application maintenance technology in practical application.And lastly,the local economic level,infrastructure construction,resource endowment,and the accessibility of new energy technologies have a significant impact on farmers' behavior.To sum up,in order to improve new energy technology application behavior for rural households,the government should make efforts to optimize the internal psychological and external environment conditions of the farmers and promote the popularization and application of new energy technologies in rural areas,by taking six dimensions including strengthening new energy technology application training,enhancing new energy technology publicity education,focusing on local infrastructure and urban construction,reducing the application cost of farmers in multi-dimensions,improving the new energy support policy system and creating synergy,mutual benefit and win-win cooperation into consideration.