Research On The Influence Mechanism Of Farmers’ Willingness To Consciously Adopt Straw Return Technology Based On TPB-NAM

With the rapid progress of agricultural technology and rapid population growth,problems such as deterioration of ecological environment,more people and less land emerge in an endless stream.In order to achieve national food security,high-quality agriculture must be developed.The promotion of the resource utilization of agricultural waste is the meaning of the high-quality agricultural industry development.The straw returning technology can enhance soil fertility,turn waste into treasure.Straw returning is an important content of the national agricultural green development plan in the 14 th five year plan.At present,in order to promote the promotion of straw returning technology,the government has also formulated a large number of subsidy and regulatory measures,but the effect is unsatisfactory.Every summer and autumn harvest season,the phenomenon of open burning of straw continues to occur.Therefore,stimulating farmers’ own initiative and enthusiasm for returning straw to the field and enhancing farmers’ ecological consciousness are crucial.So,this study firstly constructed an integrated theoretical analysis framework of TPB-NAM based on the theory of TPB and the theory of NAM;secondly,using 1076 microscopic survey data,using statistical methods to introduce the characteristics of respondents’ samples,the punishment of open burning of rural straw,farmers’ cognition of straw returning technology and their willingness to adopt them.The influence of conscious adoption intention of field returning technology,estimated their effect,and analyzed the heterogeneity of farmers’ conscious adoption intention of straw returning technology from the perspectives of region and gender,and the different impaction due to this heterogeneity.The main research conclusions of this paper are as follows:(1)Farmers have basically reached a consensus on the harmful gases produced by burning straw in the open air,and believe that straw returning technology has advantages and disadvantages.The government’s high-pressure policy is still an indispensable reason for the comprehensive promotion of straw returning technology adoption willingness needs to be strengthened.(2)From the dual perspectives of self-interest and altruism,the TPB-NAM analysis framework more comprehensively explains the decision-making process of farmers adopting straw returning technology,and it also has reference significance for the interpretation of other pro-environmental behaviors of farmers.The connection path between TPB and NAM is: result cognition→behavioral attitude,result cognition→subjective norm,subjective norm→individual norm,perceived behavioral control→responsibility attribution.Specifically,from the perspective of the influence of each variable,the effect of farmers’ behavior and attitude is the largest and all direct effects,while subjective norms play more indirect roles through individual norms,attitudes,perceived behavior control,perceived behavioral control,and outcome cognition also had a greater impact,but responsibility attribution and individual norms had relatively small effects.(3)There are differences in the influence of each core variable on the willingness of farmers with different characteristics in the TPB-NAM analysis framework.Farmers in Henan are more rational and pay more attention to the trade-offs of technology when making decisions.Female farmers are not highly sensitive to result cognition and responsibility attribution.Farmers in the old group adopt the straw returning technology more because of their sense of responsibility to protect the environment,while those young people prefer to weigh the advantages and disadvantages.Large-scale farmers are less concerned about arable land protection,and they are more concerned about whether straw returning technology can gain benefits and how well they control the technology.On this basis,this research has the following policy implications:(1)Collaboration between production,education and research to simplify the difficulty of using technology;attach importance to publicity and education to improve farmers’ knowledge level.(2)Create a good atmosphere of public opinion and stimulate farmers’ sense of moral responsibility to improve the quality of land and beautify the environment.(3)Identify the differences among farmers’ groups and implement classified and precise policies.