Study On Impact Of Perceived Value And Environmental Regulation On Farmers’ Adoption Of Clean Heating

The phenomenon of "fog and haze" that continues to occur on a large scale in many places in winter has become a major obstacle to the high-quality development of social economy.The reason is not only that the climate conditions are not conducive to the dissipation of pollutants,but also closely related to the energy structure that is highly dependent on fossil fuels such as coal in the heating season.In order to promote the control of coal burning and reduce smog,the Chinese government has actively promoted the pilot work of clean heating with "coal to gas and coal to electricity" as the main content since2017.According to the Research Report on comprehensive control of bulk coal in China2021,from 2017 to 2020,about 35 million households in the "2+26" and 11 prefecture level cities in the Fen Wei plain have completed clean heating transformation,the average annual decrease of PM2.5 concentration is about 8.5%,and the atmospheric environment quality has improved significantly;However,due to the influence of energy supply,technology path selection and farmers’ income,many rural areas have different degrees of "change but not use","change and change" and "re burning of loose coal".How to realize the sustainable operation of clean heating in rural areas has become the main problem to be solved.As two important participants in the clean heating action,the main role of farmers and the leading role of the government are crucial.On the one hand,as a "rational person",in the process of adopting clean heating,farmers will strategically calculate all utility benefits and cost risks brought by clean heating based on the acquired technology adoption information,and form a value judgment(i.e.perceived value),which will be taken as the basic guidelines for whether or how to adopt it.On the other hand,farmers’ heating energy utilization has positive externalities.The government will restrict farmers’ negative externalities or encourage their positive externalities through environmental regulations,so as to promote farmers’ adoption of clean heating.Therefore,it is of great significance to investigate the impact mechanism of farmers’ adoption of clean heating from the perspective of perceived value and environmental regulation,to clarify the key constraints and path mechanism of farmers’ adoption of clean heating,and to provide solutions for the government to establish a long-term mechanism for bulk coal governance and realize the effective change of energy structure.Based on the above analysis,under the guidance of multi-dimensional theoretical systems such as the theory of perceived value,the theory of environmental regulation and the theory of farmers’ technology adoption behavior,this paper divides the process stages of farmers’ adoption of clean heating,constructs a mechanism framework for the impact of perceived value and environmental regulation on farmers’ adoption of clean heating,and statistically analyzes the basic household characteristics and heating characteristics of sample farmers based on 1012 micro survey data of farmers in Fen Wei plain Measure and analyze perceived value,level and characteristics of environmental regulation;The orderly probit and OLS models are used to empirically analyze the impact of perceived value and environmental regulation on Farmers’ willingness to adopt clean heating(including willingness degree and willingness to pay),and further test the regulatory effect of environmental regulation between perceived value and farmers’ willingness to adopt clean heating;Using Heckman and IV Heckman models,this paper empirically analyzes the impact of perceived value and environmental regulation on Farmers’ clean heating adoption behavior(including behavioral decision-making and actual payment),and further tests the regulatory role of environmental regulation between perceived value and farmers’ clean heating adoption behavior;Using quantile regression,this paper empirically analyzes the impact of perceived value and environmental regulation on Farmers’ adoption of clean heating,and uses Sobel and bootstrap methods to test and compare the intermediary role of actual payment between perceived value,environmental regulation and farmers’ adoption of clean heating.Finally,this paper puts forward countermeasures and suggestions from the aspects of improving the perceived benefits of clean heating,reducing the perceived benefits and losses of clean heating,reasonably implementing the restrictive regulation and optimizing the incentive regulation.The main conclusions of this paper are as follows:(1)Farmers show a certain potential willingness to adopt clean heating.The average degree of willingness to adopt clean heating is 3.253,and the average willingness to pay operating costs is 2003 yuan,which is higher than 1685 yuan for bulk coal combustion heating;The tendency of farmers’ adoption of clean heating is weak.The proportion of farmers who install clean heating system is 62.05%,and the proportion of farmers who actually adopt clean heating is 48.32%.The average actual operating cost paid is 3291 yuan,which is greater than the average operating cost of burning loose coal for heating,and higher than the willingness of farmers to pay for clean heating;The warming effect of clean heating adopted by farmers is not satisfactory.The average indoor temperature of farmers after adopting clean heating is 15.88 ℃,which is lower than 17.79 ℃ compared with the indoor temperature of burning loose coal for heating.(2)Entropy method and weighted method are used to calculate and analyze the perceived value and the characteristics of environmental regulation.The index weight of perceived value shows that the order of the dimension weight of perceived profit is functional value > social value > ecological value;The order of the weight of perceived profit and loss is monetary cost > situational cost > psychological cost.The score index of perceived value shows that the average order of perceived profit dimension index is social value > ecological value > functional value;The order of the mean value of the dimension index of perceived profit and loss is monetary cost > psychological cost > situational cost;In general,the average value of each dimension of perceived gain is lower than that of each dimension of perceived gain and loss,and the average value of gain and loss trade-off index is less than 1,showing the psychological characteristics of "loss aversion".The weight of environmental regulation indicators shows that the sample farmers have great cognitive differences on the indicators of each dimension of constraint regulation and small cognitive differences on the indicators of each dimension of incentive regulation.The environmental regulation index shows that the constraint regulation index is greater than the incentive regulation index,showing the characteristics of "strong constraint and weak incentive".(3)Perceived value and environmental regulation significantly affect farmers’ willingness to adopt clean heating.Perceived gain significantly improves farmers’ willingness to adopt clean heating,and perceived loss significantly reduces farmers’ willingness to adopt clean heating.The order of the impact of the three dimensions of perceived value on Farmers’ willingness to adopt clean heating and willingness to pay is gain loss tradeoff > perceived gain loss > perceived gain;In the sub indicators,the order of the impact of the three dimensions of perceived gain on the willingness of farmers to adopt clean heating and willingness to pay is functional value > social value > ecological value.The order of the impact of the three dimensions of perceived gain and loss on the willingness of farmers to adopt clean heating and willingness to pay is monetary cost >situational cost > psychological cost.Binding regulation has no significant impact on the willingness of farmers to adopt clean heating,but it can significantly improve the willingness to pay for the adoption of clean heating;Incentive regulation can significantly promote the willingness of farmers to adopt clean heating and willingness to pay.The regulatory effect of environmental regulation shows that binding regulation strengthens the positive impact of perceived benefits on Farmers’ willingness to pay for clean heating adoption,but does not play a regulatory role in the impact of perceived benefits on Farmers’ willingness to adopt clean heating;Binding regulation intensifies the negative impact of perceived profit and loss on Farmers’ willingness to adopt clean heating and willingness to pay.Incentive regulation not only strengthens the beneficial impact of perceived gains on the willingness of farmers to adopt clean heating and willingness to pay,but also alleviates the adverse impact of loss risk on the willingness of farmers to adopt clean heating and willingness to pay.In general,compared with the binding regulation,the incentive regulation has a more positive regulatory effect.(4)Perceived value and environmental regulation significantly affect farmers’ adoption behavior of clean heating.Perceived gain is a positive factor for farmers’ clean heating adoption behavior,and perceived loss is a negative factor for farmers’ clean heating adoption behavior.The order of the three dimensions of perceived value on Farmers’ clean heating adoption behavior decision and actual payment is gain loss balance > perceived loss > perceived gain;In the sub indicators,the order of the three dimensions of perceived profit on the decision-making of farmers’ clean heating adoption behavior is functional value > social value > ecological value.Functional value has a significant positive impact on the actual payment of farmers’ clean heating adoption,while social value and ecological value have no significant impact;The order of the three dimensions of perceived profit and loss on the decision-making of farmers’ clean heating adoption behavior is monetary cost >situational cost > psychological cost;Monetary cost and situational cost have a significant negative impact on the actual payment of clean heating adoption,while psychological cost has no significant impact.Binding regulation can significantly promote the decision-making of farmers’ clean heating behavior,but significantly negatively affect the actual payment of farmers’ clean heating;Incentive regulation has a significant positive impact on the decision-making and actual payment of farmers’ clean heating adoption behavior.The regulatory effect of environmental regulation shows that binding regulation strengthens the positive impact of perceived benefits on the decision-making of farmers’ clean heating adoption behavior,but does not play a regulatory role between the impact of perceived benefits on Farmers’ actual payment for clean heating;Binding regulation does not play a regulatory role in the decision-making of perceived profits and losses on the adoption of clean heating by farmers,but intensifies the negative impact of perceived profits and losses on the actual payment for the adoption of clean heating by farmers.Incentive regulation strengthens the positive impact of perceived benefits on the decision-making and actual payment of farmers’ clean heating adoption behavior;Although it alleviates the negative impact of perceived profit and loss on the decision-making of farmers’ clean heating behavior,it does not play a regulatory role between the impact of perceived profit and loss on the actual payment of farmers’ clean heating adoption.In general,the behavior effect of farmers’ adoption of clean heating shows the characteristics of "initiative is higher than inducement".(5)Perceived value and environmental regulation significantly affect the adoption effect of clean heating by farmers.Among them,perceived profit has a significant positive impact on the adoption effect of clean heating,and it increases first and then decreases;Perceived benefits and losses have a significant negative impact on the adoption effect of clean heating by farmers,and show a decreasing trend;The trade-off between gain and loss has a significant positive impact on the adoption effect of clean heating by farmers,and shows a gradually decreasing trend.In general,the perceived value shows a marginal decreasing characteristic to the indoor warmth level.In other words,the households with high temperature and warm level have relatively objective evaluation on the perceived value of clean heating.Binding regulation has a significant negative impact on the adoption effect of clean heating by farmers,and shows a decreasing trend,showing the characteristics of "bullying the weak is greater than restraining the strong";Incentive regulation has a significant positive impact on the adoption effect of clean heating by farmers,and shows a gradually increasing trend,showing the characteristics of "helping the strong is greater than helping the weak".The intermediary effect of the actual payment shows that the actual payment has a partial intermediary effect between the perceived value of each dimension and the effect of farmers’ adoption of clean heating;The actual payment has a complete intermediary effect between the binding regulation and the effect of farmers’ adoption of clean heating,and a partial intermediary effect between the incentive regulation and the effect of farmers’ adoption of clean heating.Generally speaking,when the pre factor is related to money,the actual payment plays a partial intermediary role,while when the pre factor is not related to money,the actual payment plays a full intermediary role.