Research On The Participation Behavior Of Farmers In The Improvement Of Rural Living Environment

The improvement of the rural living environment is a key part of the rural revitalization strategy,which is effectively related to the living and production environment and fundamental well-being of rural residents.In recent years,China has continued to promote the improvement of the rural living environment.Although many rural areas have achieved some remarkable results,there are still some problems and obstacles.Combined with the current situation of the improvement of the rural living environment in China and the data of the author’s field research,there are the following problems in the participation of farmers in the improvement of the living environment in southern Henan,China: farmers do not have a deep understanding of the improvement of the living environment,the overall participation in the improvement of the living environment is less,and the participation The rectification effect has been further improved.Therefore,this article will take the main question of how to stimulate farmers to participate in the improvement of the living environment and further enhance the enthusiasm of farmers to participate.Based on the theory of planned behavior,motivation-opportunity-ability theory,theory of public participation ladder,and taking farmers in southern Henan as a research sample,this paper deeply analyzes the formation mechanism of farmers’ participation in the improvement of the living environment in southern Henan.Using the literature research method and questionnaire survey method,through field research,a total of 410 valid questionnaires were collected and empirical analysis was carried out.The research results show that behavioral attitude,subjective norms and perceptual behavior control have a positive impact on farmers’ willingness to participate,and behavioral attitude has a positive impact on farmers’ participation behavior,but the impact of subjective norms and perceptual behavior control on farmers’ participation has not been verified.The willingness of farmers to participate has a positive impact on the participation behavior of farmers.The willingness of farmers to participate has a partial intermediary role between the behavioral attitude and the participation behavior of farmers.The willingness to participate has a complete intermediary role between subjective norms,perceptual behavior control and the participation behavior of farmers.The cognitive characteristics and external environmental characteristics of farmers are involved in farmers.Willingness plays a positive role in regulating the participation of farmers.The innovation of this article is:(1)From the perspective of research variables,this paper integrates the theory of planning behavior and motivation-opportunity-ability theory,builds a theoretical model of farmers’ participation in the improvement behavior of living environment with farmers’ willingness to participate as intermediary variables,farmers’ cognitive characteristics and external environmental characteristics as regulatory variables,and explores agricultural The generation process of household willingness to participate makes up for the transformation of farmers’ willingness to participate in behavior.(2)From the perspective of research,this paper conducts research from the perspective of individual farmers.Taking farmers in southern Henan as the research object,questionnaire survey and empirical research are carried out,which enriches the subjective research perspective of farmers.