Study On Farmers’ Willingness To Pay For Centralized Treatment Of Rural Domestic Waste In Guizhou

Improving the rural living environment and building a beautiful and livable countryside is an important task of implementing the Rural Revitalization Strategy,which is related to the sustainable development of rural ecology and the improvement of farmers’ quality of life.In recent years,all regions in China have actively improved the rural living environment and vigorously promoted the construction of infrastructure such as centralized treatment of rural domestic waste,which has greatly improved the rural environment.However,the residents in rural areas are relatively scattered,and the high cost of domestic waste collection,transportation and harmless treatment is still prominent.In addition to the central and local financial investment,it is urgent to mobilize social capital and villagers to make up for the high cost of rural domestic waste collection and transportation.Therefore,how to further clarify the responsibility of rural residents to maintain the rural public environment,improve farmers’ willingness to pay,and effectively alleviate the high cost problem in rural domestic waste treatment has become one of the key issues concerned by local governments and scholars.Based on the normative activation theory,combined with the internal cognitive factors and external situational factors behind rural residents’ centralized treatment of rural domestic waste,this paper comprehensively measures the intensity of farmers’ willingness to pay.This paper takes rural residents’ willingness to pay for the centralized treatment of rural domestic waste as the research object,constructs an analytical framework based on the willingness to pay theory of extended normative activation theory,and explores the mechanism of farmers’ individual norms and the sense of moral responsibility of environmental protection on their willingness to pay.In the empirical study,three places,Puding County,Anshun City,Guizhou Province,Qianxi County,Bijie City and Fuquan City,Qiannan Prefecture,were selected for field investigation,394 valid questionnaires were obtained,and the structural equation model was used to empirically test the important influencing factors and mechanism of rural residents’ willingness to pay for centralized domestic waste treatment.The results show that:(1)farmers’ individual norms in domestic waste centralized treatment significantly affect individuals’ willingness to pay;(2)Rural residents’ result cognition not only significantly affects their individual norms,but also indirectly affects individual norms through responsibility attribution;(3)Social norms play a positive regulatory role between individual norms and willingness to pay,that is,although farmers’ willingness to pay is affected by more stable individual norms,the attitude of surrounding people,including neighbors,relatives and friends,towards the centralized treatment of rural domestic waste still affects their willingness to pay to a great extent.Accordingly,this paper puts forward the following suggestions:(1)pay attention to the cultivation of rural residents’ awareness of environmental protection and correct values of environmental protection,and activate the internal sense of moral obligation of rural residents;(2)Establish and improve the long-term mechanism for the management and protection of rural residential environment;(3)Give full play to the main role and exemplary role of villagers;Make the beautiful living environment and clean and tidy lifestyle become the internal conscious requirements of rural residents.