Research On The Influence Of Perceived Value On The Conservation Behavior Of Grain Farmers’ Cultivated Land Quality

In recent years,our government has taken strict measures to protect arable land and strictly observe the red line of arable land,and the declining trend of arable land has been effectively controlled.However,the per capita area of arable land in China is small,and only controlling the quantity of arable land cannot fundamentally improve the shortage of arable land resources in China,so it is necessary to improve the quality of arable land and explore the food production potential of arable land in China.Grain farmers are the direct operators of farmland and their behavioral decisions will have a direct impact on the quality of farmland,and the improvement of farmland quality depends on the change of farmers’ behavior.Guided by the theory of farmers’ behavior and the theory of perceived value,this paper focuses on grain farmers’ farmland quality protection behavior and constructs a theoretical analysis framework of perceived value-willingness to protect-protection behavior-policy regulation.By combining 372 samples from 6 cities in Shandong Province,we investigate the influence of perceived risk and perceived benefit on farmers’ willingness and behavior to protect farmland quality by means of structural equation modeling,and examine the mediating effect of willingness to protect in the process of perceived value influencing food and agriculture protection by means of Bootstrap analysis.A multiple linear regression model was constructed to verify the moderating effects of government regulations in three dimensions on the transformation of grain farmers’ willingness to protect farmland quality into behavior.Then,based on the findings of the empirical analysis,targeted suggestions and countermeasures are given.After the discussion,the main conclusions are:(1)Grain farmers have very high perceptions of farmland quality protection but low adoption rate of behavior,showing the characteristic of "high willingness but low behavior" and paradoxical phenomenon between willingness and behavior,and prefer to adopt labor input type farmland quality protection behavior,while farmland quality protection behavior requiring high technical and financial conditions is seldom adopted by farmers.(2)Farmers are willing to adopt agrarian quality conservation behaviors that require high technical and financial conditions.(2)Grain farmers make decisions on farmland quality protection behaviors after weighing perceived benefits and perceived risks,and their behavioral logic follows the path of "perceived value-willingness to protect-protection behavior".Perceived benefits have a significant positive impact on both willingness and behavior to protect farmland quality,and the impact on willingness to protect is greater than that on behavior to protect.Perceived risk has a significant negative effect on both willingness and behavior to protect arable land quality,and there is almost no difference in the inhibitory effect on willingness and behavior to protect.(3)Among the three dimensions of perceived benefits,the degree of influence on perceived benefits is in the following order: economic benefits > ecological benefits > social benefits;among the three dimensions of perceived risks,the degree of influence on perceived benefits is in the following order: situational risks > technical risks > economic risks.(4)The willingness to protect has a significant partial mediating effect in the process of both perceived benefits and perceived risks acting on conservation behavior,and the mediating effect on perceived benefits is stronger.In addition,the dimensions of policy regulation have a significant positive moderating effect in the process of willingness to protect arable land quality influencing the conservation behavior of arable land quality.