Research On The Influence Of Online Media Use On Farmers’ Recognition Of Household Garbage Classification Policy

The rapid development of China’s rural economy has significantly increased farmers’ income and quietly changed their lifestyles,but the resulting large amount of household waste has seriously affected the rural ecological environment and farmers’ living environment.Under the background of the implementation of the rural revitalization strategy,the construction of ecological civilization has been accelerated,and some achievements have been made in the treatment of household waste in rural areas of China,but the implementation of household garbage classification is not optimistic.In existing is dominated by the government of the rural living garbage classification processing practice,less attention to the farmers voluntary life garbage classification processing of endogenous growth momentum,especially ignored under the background of the popularization of the online media to farmers for the handling of the policy by living garbage classification identification,which influence the rural living garbage classification key processing effect.Therefore,it is of great significance to investigate the influence of online media use on farmers’ recognition of the policy of segregated household waste classification and the mechanism of influence.This paper firstly analyzes the influence of online media use on farmers’ policy recognition of household waste classification and the mechanism of influence by combing relevant literature and existing research results.Secondly,taking 1160 questionnaire data from rural micro-survey,this paper empirically analyzed the influence of online media use on household waste classification policy recognition of farmers by using the ordered Probit model.Finally,this paper uses the mediation effect test model to explore the mechanism of the impact of online media use on farmers’ policy recognition and verifies the mediation effect of farmers’ environmental literacy between online media use and farmers’ policy recognition.The above study found that.Firstly,the use of online media positively influences farmers’ recognition with the policy of household waste classification.Farmers who use online media are more likely to agree with it than those who do not use online media.Robustness tests were conducted using three approaches: replacing the core explanatory variables,replacing the estimation method and limiting the sample,and all of these findings passed the robustness tests.For the endogeneity discussion,the PSM was used to recheck the possible endogeneity problem due to selectivity bias,and the results showed that farmers who used online media were 20.0% to 26.0% more likely to agree with the household garbage classification policy than those who did not use online media,which is consistent with the previous findings.Secondly,in terms of education level,the use of online media can increase the level of recognition with the household garbage classification policy among farmers with medium and high education levels.In terms of age,the use of online media can increase the recognition with the household garbage classification policy among farmers aged between 46 and 65.In terms of income,the use of online media can increase the recognition with the household garbage classification policy among farmers with high income levels.In terms of life satisfaction,the use of online media can increase the recognition of the policy of household waste classification from those with high life satisfaction.In terms of whether or not they use short video applications,the use of online media can increase the recognition of the policy of separating household waste from those who use Douyin APP.Thirdly,the use of online media can directly promote the farmers’ recognition on household garbage classification policy,and can also partially contribute to the increase of farmers’ recognition of the policy on household garbage classification through environmental literacy.In other words,environmental literacy plays a partially mediating role between the use of online media and farmers’ recognition of the policy on household garbage classification.In terms of sub-dimensions,farmers’ environmental attitudes partially mediate the influence of online media use on farmers’ recognition of the policy on household waste classification,while environmental competence and environmental perceptions do not mediate the influence.Based on the above research,this paper puts forward the following policy recommendations.Firstly,strengthen the construction of rural network infrastructure,consolidate the material basis for policy implementation,and let information technology and intelligent network information equipment empower rural habitat environment governance.Secondly,strengthen the guidance of public opinion,attach importance to the educational and information transmission functions of online media.Play and make good use of network positions,on the meanwhile,highlight the positive role of online media use in promoting farmers’ waste classification policy recognition.Thirdly,the promotion of rural household waste classification and disposal policies should be tailored to the individual,flexibly responding to the characteristic situations of different subjects and strengthening the different influences of different subjects.Lastly,focus on improving the environmental literacy of farmers,bringing into play their chain role in the use of online media and household waste classification policy recognition,and fully tapping the huge potential of farmers as the main force of rural revitalization.