风险感知、公众形象诉求对农户绿色农业技术采纳度的影响

基于湖北省1 088个农户调研数据,结合农户个人特征、家庭特征等因素,利用Ordered-Probit模型探析了风险感知、公众形象诉求对农户绿色农业技术采纳度的影响。结果表明:1)农户绿色农业技术采纳情况并不理想,其中受教育年限虽对其有显著正向影响,但风险感知和公众形象诉求对其均具有显著的负向影响;农户公众形象诉求越强,农户风险感知敏感性越弱,则对农户绿色农业技术采纳度的负向影响越弱。2)风险感知和公众形象诉求对不同分化类型农户绿色农业技术采纳度的影响存在差异,风险感知和公众形象诉求主要对纯农户和二兼农户绿色农业技术采纳度产生影响,而一兼农户和非农户的绿色农业技术采纳度主要受公众形象诉求的影响。因此,政府应加强绿色农业技术的适用可靠性,同时激发农户公众形象诉求,且根据不同分化类型农户的特征提出针对性采纳措施,从而促进农户提高绿色农业技术采纳度,引导农户进行农业绿色生产。

Influence of risk perception and public image appeal on the acceptability of farmers' green agriculture technology

Based on the survey data of 1 088 farmers in Hubei Province, by combining the personal characteristics with family characteristics of farmers, this study analyzes the influence of risk perception and public image appeal on farmers'' acceptability of green agricultural technology by using Ordered-Probit model. The results show that: 1)The acceptability of green agricultural technology by farmers was not ideal, in which the number of years of education displayed significant positive impact. But the risk perception and public image appeal had significant negative impact; The stronger the public image appeal of farmers and the weaker the sensitivity of farmers'' risk perception, the weaker the negative impact on farmers'' acceptability of green agricultural technology was; 2)There were differences in the influence of risk perception and public image appeal on the acceptability of green agricultural technology by different types of farmers. Risk perception and public image appeal mainly affect the acceptability of green agricultural technology of full-time farming households and part-time farming households II, while the acceptability of green agricultural technology of part-time farming households I and non-farming households were mainly affected by the public image appeal. In conclusion, the government should strengthen the applicable reliability of green agricultural technology, and stimulate the appeal of farmers'' public image, and put forward targeted adoption measures according to the characteristics of different types of farmers, so as to improve farmers'' acceptability of green agricultural technology and guide farmers to carry out agricultural green production.