Research On Social Norms,Value Perception And Resource Utilization Of Farm Manure

The resource utilization of livestock and poultry farming manure is an important issue in the development of modern animal husbandry,and an important way to enhance the sustainable development of livestock and poultry farming.With the improvement of livestock and poultry farming scale and intensification level,the task of livestock and poultry manure elimination is arduous,and it is necessary to adopt various ways to improve the enthusiasm of farmers and accelerate the promotion and popularization of farming manure resource utilization technology.As an informal mechanism,social norms have a very important role in transmitting technical information,playing a demonstration role and guiding farmers to consciously manage the environment.Value perception can reflect the internal psychological motivation of farmers,and in the process of technology diffusion,the difference in attitude caused by the different degree of farmers’ perception will affect the effect of technology diffusion,so it is necessary to adjust and restrain the behavior of farmers through the driving effect of people around them and individual value judgment.Therefore,it is important to explore the influence of social norms and value perceptions on the resource utilization of farming manure in order to explore a socialized,specialized and market-oriented mechanism for resource utilization of farming manure and to better promote rural environmental governance and ecological civilization construction.This paper focuses on the hot topic of "resource utilization of farming manure",constructs a theoretical analysis framework on the basis of combing and analyzing related literature,and explores the current situation and influencing factors of resource utilization of farming manure in the sample area by using empirical analysis and statistical analysis.Firstly,based on 305 pig farmers’ research data in Shaanxi Province,descriptive statistical analysis was conducted on farmers’ personal characteristics,family characteristics,pig production and operation characteristics,and perceptions and behaviors of manure resource utilization;secondly,social norms were explored from two aspects of social interaction and social trust,and value perceptions were portrayed from two dimensions of perceived usefulness and perceived ease of use,and structural equation modeling was used to The influence of social norms and value perceptions on the willingness and behavior of farming manure resource utilization is clarified,and on this basis,the possible part of the willingness of farming manure resource utilization in the "social norms-utilization behavior" and "value perceptionsutilization behavior" is discussed.Finally,we conducted an empirical analysis using a multivariate Probit model to investigate the influence of social norms and value perceptions on different manure utilization patterns and differences,and further conducted subgroup estimation based on age to reveal the differences between the young and old groups in order to expand related research.The results of the study showed that(1)social norms and value perceptions positively influenced the willingness and utilization behavior of farmed manure resource utilization.Social interaction,social trust,perceived usefulness,and perceived ease of use all have significant positive effects on the willingness to utilize farmed manure resourcefully and utilization behavior,and social interaction,social trust,perceived usefulness,and perceived ease of use have some indirect effects on farmed manure resourceful utilization behavior through the willingness to utilize farmed manure resourcefully.(2)There is a strong substitution and complementary relationship between the choices of farming manure resource utilization methods and interdependence.Specifically,there is a substitution effect between farmers’ choice of farming manure fertilization and third-party utilization,and there is a complementary effect between farmers’ choice of farming manure energy and third-party utilization.(3)Value perception is conducive to promoting farmers’ choice of manure resource utilization.Perceived ease of use is conducive to promoting farmers’ choice of third-party utilization of manure,and perceived usefulness has a positive effect on the choice of all three utilization methods of farmed manure resource utilization.(4)In the subgroup estimation by age,it was found that perceived value significantly facilitated the choice of manure resource utilization methods by farmers of different age groups.Specifically,perceived ease of use favored the choice of manure energy utilization and third-party utilization by farmers in the young-adult group,and favored the choice of manure third-party utilization by farmers in the older group.The perceived usefulness favored the choice of manure energy utilization and third-party utilization for the young-adult farmers,and significantly promoted the choice of manure fertilization,energy utilization and third-party utilization for the elderly farmers.Based on the findings,this paper proposes the following recommendations:(1)strengthen the construction of rural social norms and establish a typical demonstration of farming manure resource utilization;(2)enhance the value perception of farmers in multiple dimensions and strengthen the awareness of environmental protection;(3)strengthen the construction of farming manure resource utilization technology promotion system to further improve the level of farming manure resource utilization and help rural environmental protection and ecological civilization construction.