Study On The Influencing Factors Of Farmers’ Pro-environmental Behavior In Agricultural Heritage Sites

The report of the 20 th Party Congress points out that "we will increase the protection of cultural relics and cultural heritage,and strengthen the protection and transmission of history and culture in urban and rural construction".As a cultural heritage related to agriculture,the agricultural heritage system has rich cultural connotation,unique natural landscape and traditional farming technology system,which is a composite system with pro-environmental farming mode.However,the ecological,cultural and economic values of agricultural heritage sites are not fully explored,especially the market value of agricultural products is not fully reflected,which leads to the weakening of farmers’ pro-environmental production enthusiasm,resulting in the abandonment of traditional production methods and the massive use of chemical fertilizers and pesticides.How to promote the pro-environmental production enthusiasm of farmers in agricultural heritage sites has become an urgent problem to be solved.This study took Aohan dryland farming system as an example,summarized the development history and farmers’ production in Aohan dryland farming system by visiting 305 farmers in the agricultural heritage sites based on compiling a large amount of literature on agricultural heritage systems and pro-environmental behavior,and used the ordered probit model to specifically analyze the key factors affecting farmers’ pro-environmental behavior in the agricultural heritage sites from the perspectives of economic incentives and farmers’ cultural identity.The study further investigated the interaction between economic incentives and cultural identity and their influence mechanisms on farmers’ pro-environmental behavior,and proposed policy recommendations to promote farmers’ pro-environmental production behavior in agricultural heritage sites.The study found that(1)economic incentives had a significant positive effect on the implementation of pro-environmental behaviors by farmers in the agricultural heritage sites.Both price incentives and government subsidy incentives positively affected farmers’ pro-environmental behavior,and government subsidy incentives had a stronger effect on farmers’ pro-environmental behavior than price incentives.(2)Cultural identity promoted the implementation of pro-environmental behavior.Cultural value indicators positively promoted pro-environmental behavior of farmers in heritage sites at the 5%significance level,i.e.,farmers with higher recognition of cultural values of heritage sites were more inclined to implement pro-environmental behavior.(3)There were complementary effects of government subsidy incentives and cultural practices influence on farmers’ pro-environmental behavior.The complementary effect of government subsidy incentive on farmers’ pro-environmental behavior was more obvious in the region,mainly through regulating the relationship between the degree of cultural practices influence and pro-environmental behavior.(4)Both cultural values and price incentives significantly promoted farmers’ pro-environmental behavior,and the interaction term between cultural values and price incentives negatively and significantly affected farmers’ pro-environmental behavior at the 10% statistical level,indicating that there was a substitution effect between cultural values and price incentives.On this basis,it is proposed that the brand effect of agricultural heritage systems should be brought into play,the market competitiveness of agricultural products should be promoted;and secondly,the mechanism of market-government cooperation should be improved,the perception of farmers’ income effect should be enhanced;thirdly,the power of traditional agricultural culture should be paid attention to,and traditional rural culture needs to be re-identified;fourthly,the study of ecological compensation mechanism needs to be strengthened,and the ecological compensation mechanism of agricultural heritage sites should be established.