| 摘要: |
| 为深入研究社会规范对农户亲环境行为的影响，从社会规范一致和冲突的双重视角出发，利用山西、陕西、山东、甘肃、安徽和江苏6省1 241份农户调查数据，通过ordered probit模型、ordered logit模型和层次回归方法对描述性社会规范和命令性社会规范在农户亲环境行为中的影响作用进行分析与验证，结果表明:1)当描述性社会规范和命令性社会规范一致时，二者均会直接促进农户对亲环境行为的实施，同时二者还可互为调节变量促进彼此对农户亲环境行为的正向影响。2)当描述性社会规范和命令性社会规范冲突时，描述性社会规范会对农户亲环境行为产生直接促进作用，而命令性社会规范则对农户亲环境行为不产生直接影响或影响不大。3)无论是在描述性社会规范和命令性社会规范一致亦或冲突的情境下，感知行为控制和亲环境行为认知均可促进农户对亲环境行为的实施。据此提出制定合理的亲环境行为实施标准、设立“亲环境行为实施模范户”等政策建议。 |
| 关键词: 亲环境行为 描述性社会规范 命令性社会规范 农户 |
| DOI：10.11841/j.issn.1007-4333.2022.01.22 |
| 投稿时间：2021-04-18 |
| 基金项目:陕西省哲学社会科学重大理论与现实问题研究项目(2021 ND0303)；陕西省教育厅专项科研计划项目(21JK0309)；国家自然科学基金青年项目(71903078)；兰州大学中央高校基本科研业务费专项资金资助项目(21lzujbkydx063) |
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| Impact of descriptive and injunctive social norms on farmers' pro-environmental behaviors |
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GUO Qinghui1,LI Shiping2*,LI Hao3
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| (1.School of Economy and Finance, Xi'an International Studies University, Xi'an 710128, China;2.College of Economics and Management, Northwest A & F University, Yangling 712100, China;3.School of Economics, Lanzhou University, Lanzhou 730000, China) |
| Abstract: |
| In order to further study the impact of social norms on farmers' pro-environmental behaviors, from the dual perspectives of social norm uniformity and conflict, this study uses 1 241 farmers survey data from Shanxi, Shaanxi, Shandong, Gansu, Anhui and Jiangsu provinces. The ordered probit model, ordered logit model and hierarchical regression method are adopted to analyze and verify the influence of descriptive social norms and injunctive social norms on farmers' pro-environmental behaviors. The results show that: 1)When descriptive social norms are consistent with injunctive social norms, both of them can directly promote the implementation of farmers' pro-environmental behaviors, and at the same time, they can also act as regulating variable to promote the positive influence of each other on the farmers' pro-environmental behaviors. 2)When there is a conflict between descriptive social norms and injunctive social norms, descriptive social norms will directly promote farmers' pro-environmental behaviors, while injunctive social norms have no direct or little influence on farmers' pro-environmental behaviors. 3)Under the circumstance that descriptive social norms and injunctive social norms are either consistent or in conflict, perceived behavior control and pro-environmental behaviors cognition can both promote the implementation of farmers' pro-environmental behaviors. Based on this, some policy suggestions such as setting up reasonable standards for the implementation of pro-environmental behaviors and building up “model households for the implementation of pro-environmental behaviors”, are put forward. |
| Key words: pro-environmental behaviors descriptive social norms injunctive social norms farmers |
