The Impact Of Social Norms On The Farmers’ Willingness To Recycle Plastic Film

The rapid development of cotton industry in Xinjiang is inseparable from the popularization and application of plastic film and supporting technologies.Because of the wide application range of plastic film,good heat preservation,moisture and fertilizer effect,is known as the ’ white revolution ’ of agriculture.However,due to the difficulty of self-degradation of plastic film and the long time of ’ heavy use and light recovery ’,plastic film residue gradually accumulated in the surface layer,which brought serious adverse effects on the growth and development of cotton and other plants.Rural revitalization strategy clearly puts forward to adhere to the ecological priority,green development,and promote the sustainable development of agriculture and rural areas.At present,the increasingly serious white pollution in cotton fields has affected the construction of commercial cotton bases in Xinjiang,and the white pollution control is imminent.As the main body of agricultural production and management,farmers ’ willingness to participate in film recycling decision-making is affected by social norms such as family members,neighbors and village cadres in addition to their basic characteristics.The special relationship structure of rural society shows that compared with the intervention of government forces,social norms run through the whole process of farmers’ production and life and affect their behavior choices and decisions.Its governance toughness is stronger and can effectively regulate their willingness to act.In addition,as the main body of film recycling,farmers have a deeper understanding of the externality of their own behavior,and have more flexibility and natural advantages in film recycling.Based on the internal regulation and operation of social norms,guide farmers to participate in film recycling from the source,give full play to the role of social environmental factors on farmers ’ production behavior intention.On this basis,taking social norms as the antecedent variable,ecological cognition as the intermediary variable,and environmental regulation as the moderating variable,the moderating mediation model was constructed to study the influence of social norms on farmers ’ willingness to recover plastic film from the micro level.The main conclusions are as follows.(1)Cotton farmers have serious aging problem and low education level,and there is still insufficient equipment of plastic film recycling machinery in rural areas.(2)Social norms have a positive impact on farmers ’ ecological cognition and willingness to recover plastic film,and farmers ’ ecological cognition promotes their willingness to recover plastic film;(3)Ecological cognition plays an intermediary role in the process of social norms promoting farmers ’ willingness to recover plastic film;(4)Environmental regulation has a moderating effect on the relationship between ecological cognition and film recycling intention : economic subsidies and economic punishment have a positive moderating effect,and publicity and education have no significant positive moderating effect;environmental regulation has a moderating effect on the mediating effect of ecological cognition : economic subsidies and economic punishment have a positive moderating effect on the mediating effect of ecological cognition,and economic punishment has a higher moderating effect than economic subsidies,and publicity and education have no obvious positive moderating effect.On this basis,put forward the following Suggestions : First,cultivate and build social norms,encourage farmers to exchange reference.The second is to further improve the ecological cognitive level of farmers and enhance the willingness to participate in film recycling.The third is to build a multi-sectoral joint reward and punishment linkage mechanism to form a strong policy regulation,so that farmers have a strong desire for film recycling.Four to build multi-channel,multi-form propaganda system.Give full play to the propaganda and guidance role of traditional media and new media,so that farmers realize the harm of film pollution and form a higher willingness to recycle film.