个人规范对农户亲环境行为的影响分析——基于拓展的规范激活理论框架
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摘要
农户的亲环境行为可在一定程度上缓解农业环境污染,为改善农业环境,探寻农户实施亲环境行为的原因所在,将农户环境污染感知、环境关心和社会规范加入规范激活理论框架对其进行拓展,在此基础上,通过构建结构方程模型和层次回归模型,利用陕西、山西、甘肃、安徽和江苏5省的实地调查数据,对农户的亲环境行为进行分析。结果表明:农户的亲环境个人规范、环境污染感知和环境关心均可对其亲环境行为产生直接的正向影响,且个人规范对行为的影响程度最大;结果意识、责任归属、农户的环境污染感知和环境关心均可对其亲环境的个人规范产生直接的正向影响,且其影响程度从高到低依次为:结果意识、责任归属、环境污染感知和环境关心;农户的环境污染感知和环境关心可同时对其亲环境行为产生直接和间接影响作用,而结果意识和责任归属仅可对其亲环境行为产生间接影响作用;社会规范可正向调节个人规范对农户亲环境行为的影响。
The farmers' pro-environmental behavior can alleviate agricultural environmental pollution to a certain extent. In order to improve the agricultural environment and explore the reasons why farmers implement pro-environmental behavior, this paper adds farmers' perception of environmental pollution, environmental concern and social norms to extend the theory of norm-activation. On this basis, this paper uses field survey data from shaanxi, shanxi, gansu, anhui and jiangsu provinces to analyze the farmers' pro-environmental behavior through the structural equation model and hierarchical regression model. The results show that the farmers' pro-environmental personal norms, perception of environmental pollution and environmental concern have direct positive influences on their pro-environmental behavior, and the individual norms have the greatest influence on behavior. Awareness of consequence, ascription of responsibility, farmers' perception of environmental pollution and environmental concern all have direct positive impacts on their pro-environmental personal norms, and the degree of their influence ranges from high to low is: awareness of consequence, ascription of responsibility, perception of environmental pollution and environmental concern; Farmers' perception of environmental pollution and environmental concern have direct and indirect effects on their pro-environmental behaviors at the same time, while the awareness of consequence and ascription of responsibility only have indirect effects on their pro-environmental behavior. Social norms can positively regulate the influence of personal norms on farmers' pro-environmental behavior.
The farmers' pro-environmental behavior can alleviate agricultural environmental pollution to a certain extent. In order to improve the agricultural environment and explore the reasons why farmers implement pro-environmental behavior, this paper adds farmers' perception of environmental pollution, environmental concern and social norms to extend the theory of norm-activation. On this basis, this paper uses field survey data from shaanxi, shanxi, gansu, anhui and jiangsu provinces to analyze the farmers' pro-environmental behavior through the structural equation model and hierarchical regression model. The results show that the farmers' pro-environmental personal norms, perception of environmental pollution and environmental concern have direct positive influences on their pro-environmental behavior, and the individual norms have the greatest influence on behavior. Awareness of consequence, ascription of responsibility, farmers' perception of environmental pollution and environmental concern all have direct positive impacts on their pro-environmental personal norms, and the degree of their influence ranges from high to low is: awareness of consequence, ascription of responsibility, perception of environmental pollution and environmental concern; Farmers' perception of environmental pollution and environmental concern have direct and indirect effects on their pro-environmental behaviors at the same time, while the awareness of consequence and ascription of responsibility only have indirect effects on their pro-environmental behavior. Social norms can positively regulate the influence of personal norms on farmers' pro-environmental behavior.
引文
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[15] 张琰,崔枫,吴霜霜,等.航空旅行者碳补偿支付意愿影响因素研究——基于计划行为理论与规范激活理论的综合研究框架[J].干旱区资源与环境,2017,31(11):9-14.ZHANG Y,CUI F,WU S S,et al.Analysis of the factors impacting on air travelers’ willingness to pay for carbon offsets:Based on theory of planned behavior and theory of norm-activation[J].Journal of Arid Land Resources and Environment,2017,31(11):9-14.
[16] 郑君君,李诚志,刘春燕.公众环保参与行为的影响因素研究[J].郑州大学学报(哲学社会科学版),2017,50(3):60-65,159.ZHENG J J,LI C Z,LIU C Y.A Study on the influencing factors of public environmental participation[J].Journal of Zhengzhou University (Philosophy and Social Sciences Edition),2017,50(3):60-65,159.
[17] DE GROOT J I M,STEG L.Morality and prosocial behavior:The role of awareness,responsibility,and norms in the norm activation model[J].The Journal of Social Psychology,2009,149(4):425-449.
[18] 聂伟.环境认知、环境责任感与城乡居民的低碳减排行为[J].科技管理研究,2016,36(15):252-256.NIE W.Environment cognition,environmental responsibility and public mitigation action[J].Science and Technology Management Research,2016,36(15):252-256.
[19] 彭远春.城市居民环境认知对环境行为的影响分析[J].中南大学学报(社会科学版),2015,21(3):168-174.PENG Y C.Analysis of the influence of urban residents’ environmental cognition on environmental behavior[J].Journal of Central South University(Social Science),2015,21(3):168-174.
[20] 卢春天,朱晓文.农村居民对环境问题的认知及行为适应——基于西北地区4省8县(区)的实证数据分析[J].南京工业大学学报(社会科学版),2015,14(4):32-40.LU C T,ZHU X W.Rural residents’ perception of and behavioral adaption to environmental problems:Based on a survey in four provinces in Northwest China[J].Journal of Nanjing Tech University(Social Science Edition),2015,14(4):32-40.
[21] NONE I,DATTA S K.Pro-environmental Concern Influencing Green Buying:A Study on Indian Consumers[J].International Journal of Business & Management,2011,6(6):124-133.
[22] DAGHER G K,ITANI O S.The influence of environmental attitude,environmental concern and social influence on green purchasing behavior[J].International Academy of Business And Economics,2012,12(2):104-110.
[23] CIALDINI R B,TROST M R.Social influence:Social norms,conformity and compliance[J].New Ideas in Psychology,1998,13(2):151-192.
[24] 温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005(2):268-274.WEN Z L,HOU J T,ZHANG L.A comparison of moderator and mediator and their applications[J].Acta Psychologica Sinica,2005(2):268-274.
[2] VIDERAS J,OWEN A L,CONOVER E,et al.The influence of social relationships on pro-environment behaviors[J].Journal of Environmental Economics & Management,2012,63(1):35-50.
[3] EVANS L,MAIO G R,CORNER A,et al.Self-interest and pro-environmental behaviour[J].Nature Climate Change,2013,3(2):122-125.
[4] ANDREW B,GREGORY P,KLAUS D,et al.Scaling up pro-environmental agricultural practice using agglomeration payments:Proof of concept from an agent-based model[J].Ecological Economics,Ecological Economics,2016,(126):32-41.
[5] 郭利京,赵瑾.非正式制度与农户亲环境行为——以农户秸秆处理行为为例[J].中国人口·资源与环境,2014,24(11):69-75.GUO L J,ZHAO J.Informal institutions and farmers pro-environmental behavior:As an example of the farmers' straw processing behavior[J].China Population,Resources and Environment,2014,24(11):69-75.
[6] 徐志刚,张炯,仇焕广.声誉诉求对农户亲环境行为的影响研究——以家禽养殖户污染物处理方式选择为例[J].中国人口·资源与环境,2016,26(10):44-52.XU Z G,ZHANG J,QIU H G.Effects of reputation demands on farmers’ pro-environmental behavior:Taking the farmers’ disposal behavior of poultry waste as an example[J].China Population,Resources and Environment,2016,26(10):44-52.
[7] 石志恒,晋荣荣,穆宏杰.信息传播培养理论视域下的农户亲环境行为研究——对甘肃省19个县(区)542农户的调研分析[J].西部论坛,2018,28(2):17-25,49.SHI Z H,JIN R R,MU H J.Research on farmers’pro-environment behavior and influencing factors from the perspective of information cultivation theory:Survey and analysis of 542 farmer households in 19 counties of Gansu Province[J].West Forum,2018,28(2):17-25,49.
[8] SCHWARTZ S H.Normative influence on altruism[J].Advances in Experimental Social Psychology,1977,10:222-275.
[9] 张玉玲,张捷,赵文慧.居民环境后果认知对保护旅游地环境行为影响研究[J].中国人口·资源与环境,2014,24(7):149-156.ZHANG Y L,ZHANG J,ZHAO W H.Analysis of the impacts of residents’cognition of environmental consequences on behaviors toward environmental conservation in tourist destination[J].China Population,Resources and Environment,2014,24(7):149-156.
[10] SCHWARTZ S H,HOWARD J A.A normative decision making model of altruism[J].Altruism and Helping Behavior,1981:89-211.
[11] SCHWARTZ S H.Normative explanations of helping behavior:A critique,proposal,and empirical test[J].Journal of Experimental Social Psychology,1973,9(4):349-364.
[12] EBREO A,VINING J,CRISTANCHO S.Responsibility for environmental problems and the consequences of waste reduction:A test of the norm-activation model[J].Journal of Environmental Systems,2003,29(3):219-244.
[13] BAMBERG S,HUNECKE M,BLOBAUM A.Social context,personal norms and the use of public transportation:Two field studies[J].Journal of Environmental Psychology,2007,27(3):190-203.
[14] 吕荣胜,卢会宁,洪帅.基于规范激活理论节能行为影响因素研究[J].干旱区资源与环境,2016,30(9):14-18.LV R S,LU H N,HONG S.Research on affecting factors of energy saving behavior based on norm activation model[J].Journal of Arid Land Resources and Environment,2016,30(9):14-18.
[15] 张琰,崔枫,吴霜霜,等.航空旅行者碳补偿支付意愿影响因素研究——基于计划行为理论与规范激活理论的综合研究框架[J].干旱区资源与环境,2017,31(11):9-14.ZHANG Y,CUI F,WU S S,et al.Analysis of the factors impacting on air travelers’ willingness to pay for carbon offsets:Based on theory of planned behavior and theory of norm-activation[J].Journal of Arid Land Resources and Environment,2017,31(11):9-14.
[16] 郑君君,李诚志,刘春燕.公众环保参与行为的影响因素研究[J].郑州大学学报(哲学社会科学版),2017,50(3):60-65,159.ZHENG J J,LI C Z,LIU C Y.A Study on the influencing factors of public environmental participation[J].Journal of Zhengzhou University (Philosophy and Social Sciences Edition),2017,50(3):60-65,159.
[17] DE GROOT J I M,STEG L.Morality and prosocial behavior:The role of awareness,responsibility,and norms in the norm activation model[J].The Journal of Social Psychology,2009,149(4):425-449.
[18] 聂伟.环境认知、环境责任感与城乡居民的低碳减排行为[J].科技管理研究,2016,36(15):252-256.NIE W.Environment cognition,environmental responsibility and public mitigation action[J].Science and Technology Management Research,2016,36(15):252-256.
[19] 彭远春.城市居民环境认知对环境行为的影响分析[J].中南大学学报(社会科学版),2015,21(3):168-174.PENG Y C.Analysis of the influence of urban residents’ environmental cognition on environmental behavior[J].Journal of Central South University(Social Science),2015,21(3):168-174.
[20] 卢春天,朱晓文.农村居民对环境问题的认知及行为适应——基于西北地区4省8县(区)的实证数据分析[J].南京工业大学学报(社会科学版),2015,14(4):32-40.LU C T,ZHU X W.Rural residents’ perception of and behavioral adaption to environmental problems:Based on a survey in four provinces in Northwest China[J].Journal of Nanjing Tech University(Social Science Edition),2015,14(4):32-40.
[21] NONE I,DATTA S K.Pro-environmental Concern Influencing Green Buying:A Study on Indian Consumers[J].International Journal of Business & Management,2011,6(6):124-133.
[22] DAGHER G K,ITANI O S.The influence of environmental attitude,environmental concern and social influence on green purchasing behavior[J].International Academy of Business And Economics,2012,12(2):104-110.
[23] CIALDINI R B,TROST M R.Social influence:Social norms,conformity and compliance[J].New Ideas in Psychology,1998,13(2):151-192.
[24] 温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005(2):268-274.WEN Z L,HOU J T,ZHANG L.A comparison of moderator and mediator and their applications[J].Acta Psychologica Sinica,2005(2):268-274.
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