Effects Of Natural Empathy On The Environmental Friendly Behavior Of Rice Farmers In Menghai

In China’s long-term agricultural production process,there is an excessive dependence and use of chemical elements such as pesticides and fertilizers,as well as the unreasonable utilization of agricultural straw and waste.This has caused varying degrees of damage to water bodies,soil,ecology,atmosphere,and other systems.Agricultural non-point source pollution has become one of the most significant and prominent environmental problems in China,seriously hindering national food security and the pace of green agricultural development.In this context,the pro environmental behavior of farmers helps to curb agricultural non-point source pollution from the source,and is an important measure to promote green and sustainable development of agriculture.This article aims to explore the pro environmental behavior of rice farmers in Menghai County and its influencing factors.It mainly studies the impact paths and mechanisms of natural empathy,personal norms,and environmental cognition on the pro environmental behavior of rice farmers,and verifies the moderating effect of economic benefits in the relationship between environmental cognition and pro environmental behavior of rice farmers.Therefore,this paper uses the field survey data of 272 farmers in Menghai County,Yunnan Province,and uses AMOS structural equation model to empirically analyze the impact of natural empathy,environmental cognition,personal norms,and economic benefits on rice farmers’ pro environmental behavior,and uses the mesomeric effect to test the intermediary role of environmental cognition and personal norms in the impact of natural empathy on rice farmers’ pro environmental behavior,Further exploration was conducted on the moderating role of economic benefits in the relationship between environmental cognition and pro environmental behavior of rice farmers.The results indicate that: 1.Natural empathy,environmental cognition,and personal norms all have a promoting effect on rice farmers’ pro environmental behavior,that is,the higher the level of natural empathy,environmental cognition,and personal norms of rice farmers,the more they can promote their implementation of pro environmental behavior;2.Environmental cognition and personal norms play a mediating role in the relationship between natural empathy and rice farmers’ pro environmental behavior,respectively,and environmental cognition and personal norms play a chain mediating role in the relationship between natural empathy and rice farmers’ pro environmental behavior.That is,natural empathy can first influence personal norms through environmental cognition,and then influence rice farmers’ pro environmental behavior through personal norms;3.Economic benefits play a moderating role in the relationship between environmental cognition and rice farmers’ pro environmental behavior,that is,economic benefits can positively regulate the relationship between environmental cognition and rice farmers’ pro environmental behavior.Based on this,the article proposes: 1.Strengthen the interaction and connection between farmers and nature;2.Increase the publicity and popularization of environmental protection;3.Increase the promotion and training of green production technologies;4.Cultivate the moral obligation of farmers to protect the environment;5.Increase subsidies for green pesticides and fertilizers to promote environmentally friendly behavior among rice farmers,promote the sustainable development of agriculture and ecological environment in Menghai County,and promote the unity of economic and ecological benefits.