Study On Influencing Factors Of Farmers’ Pro-environment Behavior In Liangshan County

With the continuous development of social economy and the promotion of agricultural modernization,the problem of agricultural ecological environment pollution has become increasingly prominent and the related problems need to be solved urgently.The rural revitalisation strategy clearly proposes to focus on solving the outstanding ecological and environmental problems in agriculture and rural areas,adhere to the orientation of pro-environmental behaviour,strengthen the protection of rural ecosystems and ecological restoration,and effectively promote the improvement of environmental quality.To improve the rural ecological environment,in 2022,Liangshan County issued a relevant policy to implement the policy of ecological priority and green development,focusing on strengthening ecological protection,doing a good job of upgrading the “Green Liang Shan”and firmly promoting the construction of ecological civilization,while the pro-environmental behaviour of farmers is crucial to implementing the concept of “green water and green mountains are golden mountains”.The main role of pro-environmental behaviour of farmers is to implement the concept of “green water and green mountain is the silver mountain of gold”,and changing the attitude of pro-environmental behaviour of farmers and guiding them to actively implement pro-environmental behaviour is an important means to fundamentally solve the outstanding ecological and environmental problems.Therefore,an in-depth study of the key factors influencing the pro-environmental behaviour of farmers and the proposed countermeasures are of great practical significance in promoting the implementation of pro-environmental behaviour by farmers in Liangshan County and realising the sustainable development of the rural ecological environment.By collating and summarising the relevant literature at home and abroad,and using the theory of farmers’ behaviour,the theory of sustainable development and the theory of externalities as the theoretical research basis,firstly,according to the Lewin behaviour model,a questionnaire was set up from two aspects,namely farmers’ intrinsic factors and external environmental factors,and survey data were used to analyse the current situation of the implementation of pro-environmental behaviour among farmers in Liangshan County.Secondly,a binary logistic regression model was used to study the current pro-environmental behaviour of farmers in Liangshan County and the influencing factors,and then the ISM model was used to analyse the hierarchy and overall structure of each significant influencing factor and to clarify the correlation between the factors.Finally,based on the empirical analysis,the following conclusions were drawn: 11 variables,including farmers’ gender,publicity guidance,social norms,education level,subjective norms,reputation awareness,economic incentives,environmental cognition,environmental skills,annual income and social network,have a significant impact on farmers’ pro-environmental behaviour in Liangshan County at the 5% level,with subjective norms and reputation awareness as the surface-level direct influencing factors,environmental cognition,environmental skills,social norms and annual income are the middle-level indirect influencing factors,and farmers’ gender,publicity guidance,social network,education and economic incentives are the deep root influencing factors.Therefore,based on the empirical findings,countermeasures and suggestions are put forward from three aspects: improving the environmental literacy of farmers,enhancing the collaboration of social organizations,and playing the role of government support,in order to promote the implementation of pro-environmental behaviours by farmers in Liangshan County,to continuously promote the construction of ecological civilization in Liangshan County,and to create a livable environment in rural Liangshan County.