Study On The Impact Of Ecological Product Value Cognition On Farmers’ Willingness To Participate In Ecological Governance

Rural ecological environment governance is one of the key tasks of implementing the Rural Revitalization Strategy.The quality and quality of Rural Revitalization depend on the background of beautiful villages and should be supported by good ecology.Although China’s agricultural production level continues to develop,the rural economy is fully prosperous,and farmers’ lives are significantly improved,the contradictions such as rural environmental pollution and ecological imbalance are becoming increasingly acute.Therefore,it is particularly important to comprehensively promote rural ecological environment governance.In this process,farmers,as the main body of the utilization of ecological products,the implementation and benefit of ecological governance,their cognition of the value of ecological products and their willingness to participate in ecological governance directly affect the smooth progress of rural ecological governance.The purpose of this study is to clarify the real ideas of farmers on the use of the value of ecological products,improve the cognitive level of farmers on the value of ecological products,and then improve the enthusiasm of farmers to participate in ecological governance,which is of great significance to effectively promote the use of ecological products and fight the battle of agricultural and rural ecological environment governance.Taking the villages along the Fuchun River in Zhejiang Province as the empirical research area,from the perspective of farmers’ cognition of the value of ecological products,based on 453 random survey samples of farmers’ cognition level,this thesis measures their awareness of the value of ecological products by using Likert scale.On this basis,the structural equation SEM model is used to analyze the impact of this cognition level on Farmers’ willingness to participate in ecological governance.The results show that:(1)at the present stage,farmers’ cognition of consumption and use value of ecological products and non consumption and use value will have a positive impact on their willingness to participate,and the cognition of consumption and use value of the surveyed farmers is higher than that of non consumption and use value;(2)The higher the awareness of the value of ecological products,the stronger the willingness of farmers to participate in rural ecological governance,and the higher the amount of compensation farmers are willing to pay for this,but most of the surveyed farmers’ awareness of the importance of the value of ecological products is at the general level at this stage;(3)The willingness of farmers to participate will also be affected by the differences of gender,education level and family income.The above multiple factors lead to the weak willingness of the surveyed farmers to participate in ecological governance,highlighting their lack of initiative,effectiveness and systematicness.Combined with the results of the model analysis,aiming at the problem that farmers’ willingness to participate is not strong,and in order to change the passivity,ideality and superficiality of farmers’ own willingness,this thesis puts forward three suggestions from the perspective of improving farmers’ willingness to participate in Ecological Governance:(1)Fully stimulate the motivation of farmers’ participation;(2)Reasonably enhance farmers’ willingness to participate;(3)Actively participate and understand the spirit of "ownership".