Research On The Mechanism Of Information Intervention For Farmers’ Conservation And Intensive Water Use Behavior

In recent years,with China’s economic development and the improvement of people’s living standards,water resources shortage,water environment pollution and other water resources problems are becoming increasingly serious.2019,General Secretary Xi Jinping elevated the ecological protection and high-quality development of the Yellow River basin to a major national strategy,making the important deployment of "water resources conservation and intensive use".The Yellow River water resources only account for 2% of the total water resources in the country,and the uneven distribution of space and time,more people and less water,the contradiction between supply and demand is outstanding.In this reality,how to alleviate the contradiction between water supply and demand,and realize the issue of water conservation and intensive use has become one of the important challenges for the high-quality development of the Yellow River basin.However,rural agricultural households,as the major consumers of water resources in the basin,are inevitably inefficient and wasteful in the production and use of water.Therefore,it is of great theoretical value and practical significance to promote the construction of a water-saving society by paying attention to water conservation and intensive use behavior at the micro level,exploring the mechanism of information intervention in farmers’ water conservation and intensive use behavior,and guiding the initiative of farmers in implementing water conservation and intensive use behavior.In view of the importance of farmers’ water conservation behavior in production and life to promote ecological protection and high-quality development in the Yellow River basin,this study focuses on the influence of information intervention on farmers’ water conservation behavior,using the theoretical framework of "information-motivation-behavior skill" and the literature.Based on the theoretical framework of "information-motivation-behavior skills" and the literature,we constructed a conceptual model of information intervention for farmers’ water conservation and intensification behavior.The purpose of this study is to explore the mechanisms of water use policies,water scarcity,water efficiency labels,water use feedback and other information on farmers’ conservation and intensive water use behavior,and to provide empirical references for water resources management in rural areas and the formulation of relevant conservation and intensive water use policies,with a view to strengthening farmers’ initiative to conserve and intensive water use,changing the crude water use patterns in production and life,and realizing the rational use and sustainable development of water resources.The results of the study show that different water conservation and intensification policies have been developed.The research results show that there are differences in the intervention paths of different water conservation information on farmers’ water conservation and intensive use behavior.(1)Information on water use policy,water scarcity,water efficiency labeling and water use feedback all have significant positive effects on farmers’ motivation to conserve and intensify water use,while information on water use policy and water use feedback have significant positive effects on water conservation skills and water use feedback has a direct intervention effect on the habitual behavior of conserving and intensifying water use.(2)Water conservation motivation has a significant positive influence on both water conservation behavior and water conservation skills,and plays a fully mediating role in the intervention path of water scarcity information on water conservation behavior.(3)Water conservation skills have a significant positive influence on water conservation behavior,and play a fully and partially mediating role in the relationship between water use feedback information and water conservation motivation on investment-oriented behavior,respectively.(4)there were significant differences in sample characteristics for information on water conservation and intensification.Based on this,this paper puts forward relevant policy recommendations,which are of great reference and importance for promoting the construction of a water-saving society.