摘要
生产方式绿色转型是我国农业实现高质量发展的关键,而农户层面的积极响应至关重要。基于海南省511户芒果种植户实地调查数据,利用二元Logit模型和调节效应模型,实证检验了社会网络、从众心理对农户绿色生产行为意愿悖离的影响机理。研究表明:从众心理、社会网络对农户绿色生产行为意愿悖离均具有显著的负向影响,即从众心理越强、社会网络越丰富的农户,其绿色生产行为意愿悖离的可能性就越小。社会网络在从众心理对农户绿色生产行为意愿悖离的影响中起到了强化作用,即社会网络丰富度的提高,从众心理对农户绿色生产行为意愿悖离的负向影响会得到加强。因此,应当强化和提高农村的社会网络建设,搭建农户间相互交流沟通的互助平台;积极发展标杆农户,发挥其示范引领作用,尽可能带动周围农户进行绿色生产;因人而异,依据农户个体的不同,实施差异化的农业绿色生产推广政策。
Green transformation of production methods is the key to achieving high-quality agricultural development in China,and the positive response at the farmer level is crucial.Based on the field survey data of 511 mango farmers in Hainan province,this article empirically tested the influence mechanism of social network and herd mentality on farmers'willingness to deviate from green production behavior by using binary logit model and moderating effect model.The study showed that herd psychology and social network have negative effects significantly on the deviation of farmers'green production behavior willingness,that is,the stronger the herd mentality and the richer the social network,the less likely to deviate from green production behavior.The negative effect of herding on farmers'deviation will be strengthened with the increase of social network richness.Therefore,we should strengthen and improve the social network construction in rural areas to build a mutual help platform for farmers to communicate with each other;develop benchmark farmers to play their demonstration and leading role to drive the surrounding farmers to green production as much as possible;implement differentiated agricultural green production promotion policies according to the differences of individual farmers.
作者
乔丹
徐舒婷
徐涛
QIAO Dan;XU Shuting;XU Tao(Management School,Hainan University,Haikou 570228,China)
出处
《山西农业大学学报（社会科学版）》
2023年第5期76-86,共11页
Journal of Shanxi Agricultural University:Social Science Edition
基金
国家自然科学基金青年项目“乡村生态治理的社会效益评估:纳入偏好异质性的效益转移研究”(72003054)
教育部人文社科基金青年基金项目“小农户持久性融入高价值农产品产业链机制与绩效研究”(19XJC790011)
海南省研究生创新科研课题“从众心理、生态认知与农户绿色生产行为研究——以海南农户为例”(Qhys2021-105)。
关键词
绿色生产
行为意愿悖离
社会网络
从众心理
化肥减量
Green production
Behavioral willingness deviation
Social network
Herd mentality
Fertilizer reduction
