社会规范对农户绿肥种植意愿与行为悖离影响分析——基于资源禀赋异质性视角

为探究缓解当前农业环境污染现状的解决之道，利用甘肃省644户微观调研数据，采用二元Logistic回归模型分析资源禀赋、社会规范对农户绿肥种植意愿与行为悖离的影响，并基于资源禀赋异质性视角探讨社会规范在影响农户绿肥种植意愿向行为转化中的作用机制。结果表明:1)农户资源禀赋水平的提升可以有效抑制悖离现象。2)社会规范中，价值引导、互动内化和制度规范均负向作用于农户绿肥种植意愿与行为的悖离，可有效促进农户绿肥种植意愿向实际行为转化与落实。3)资源禀赋异质性下，社会规范仍对农户绿肥种植意愿与行为悖离具有显著负向影响。其中价值引导在高禀赋家庭中发挥的作用大于低禀赋家庭；互动内化中亲戚邻居采取绿色环保的生产方式对低禀赋家庭影响较大，朋友是否采取绿色环保的生产方式对高禀赋家庭行为有重要影响；制度规范中政府农业面源污染行为的处罚措施对低禀赋家庭的约束作用更强，政府专业化生产补贴对高禀赋家庭的激励作用更大。建议要重视因禀赋差异引起的农户不同生产行为，对低禀赋群体应采取对应机制。同时要加强社会规范的引导作用，鼓励农户积极参与到绿肥种植的实践中。

Effects of social norms on farmers' willingness to plant green manure and behavioral disobedience: From the perspective of resource endowment heterogeneity

To ease the current situation of agricultural environment pollution, a survey data of 644 households in Gansu Province is taken as an example. This study uses the binary Logistic regression model to analysis resources endowment, social norms, the desire and the behavior of peasant household green manure planting bereft of influence. Based on the heterogeneity of resources endowment perspective, the mechanism of how the social norms effect peasant household''s green manure planting behavior is explored. The results show that: 1)The improvement of peasant household resource endowment can effectively suppress the contradiction phenomenon. 2)Among those social norms, value guidance, interaction internalization and institutional norms all negatively affect the contradiction between farmers'' green manure planting intentions and behaviors, and can effectively promote the transformation and implementation of farmers'' green manure planting intentions to actual behaviors. 3)Under the heterogeneity of resource endowment, the social norms still has a significant negative impact on farmers'' willingness to plant green manure and behavioral deviation. The value guidance plays a more important role in high endowment families than low endowment families. In the interactional internalization, relatives and neighbors'' adoption of green production mode has a great influence on the behavior of low endowment families, while friends'' adoption of green production mode has an important influence on the behavior of high endowment families. Among the system norms, the government''s punishment measures for agricultural non-point source pollution have a stronger constraint effect on the low endowment families, and the government''s specialized production subsidies have a greater incentive effect on the high endowment families. It is suggested that we should pay attention to farmers'' different production behaviors caused by the difference of endowment and adopt corresponding mechanism for the low endowment group. At the same time, the guiding role of social norms should be strengthened to encourage farmers to actively participate in the practice of green manure cultivation.