Research On Environmental Attitude,Organizational Support And Apple Planters’ Adoption Behavior Of Green Prevention And Control Technologies

Promoting green agricultural development and accelerating the comprehensive transformation and upgrading of industries are important issues in the structural reform of the agricultural supply side and the strategy of promoting agriculture through quality.Applying pesticides is a common method for farmers to reduce losses caused by pests and diseases in their production and business activities.However,excessive application of pesticides not only increases economic losses for farmers,but may also pose risks to the ecological environment,food safety,and personal health.Therefore,on the premise of meeting the quality of pest control and weed control,the rational choice should be to reduce the amount of pesticides as much as possible.The "Action Plan for Zero Growth of Pesticide Use by 2020" issued by the Ministry of Agriculture and Rural Affairs in 2015 clearly emphasizes that "by 2020,the use of pesticides per unit of prevention and control area should be controlled below the average level of the past three years,and efforts should be made to achieve zero growth in the total amount of pesticide use".In 2018,the Ministry of Agriculture and Rural Affairs issued the "Construction Plan for the Whole Process Green Standardization Production Demonstration Base of Fruit,Vegetable and Tea",which requires the establishment of an organizational mode for the whole process green standardization production by carrying out the construction of the whole process green standardization production demonstration base.The application of green prevention and control technology is an important measure to promote pesticide reduction and efficiency improvement and achieve high-quality agricultural development.However,in reality,pesticide reduction actions have not been widely implemented by farmers,seriously hindering the implementation of China’s green transformation and upgrading of agriculture and the strategy of promoting agriculture through quality.Based on the dual perspective of environmental attitude and organizational support,this paper scientifically defines the core concepts of environmental attitude and organizational support.On the basis of a systematic review of relevant literature at home and abroad,and based on theory of planned behavior,organizational support theory,attitude context behavior theory,technology diffusion theory and other related theories,this paper conducts theoretical analysis and practical test on the mechanism of environmental attitude and organizational support affecting the adoption of green prevention and control technologies by farmers.Based on the survey data of 1018 apple growers in Shaanxi and Gansu provinces,this study summarizes and analyzes the characteristics and existing problems of green prevention and control technology adoption behavior among apple growers.Environmental attitudes are depicted from three aspects: environmental cognition,environmental emotions,and environmental responsibility.Organizational support is measured from four aspects: material support,technical support,information support,and emotional support,and an indicator system for environmental attitudes and organizational support is constructed;On the basis of measuring environmental attitudes and organizational support,empirical research methods are used to focus on exploring the impact of environmental attitudes and organizational support on apple growers’ awareness of green prevention and control technologies,willingness to adopt green prevention and control technologies,decision-making on green prevention and control technology adoption,and the effectiveness of green prevention and control technology adoption.Finally,based on the research findings,countermeasures and suggestions are proposed to promote the adoption of green prevention and control technologies by apple growers,providing theoretical and empirical support for promoting the adoption and promotion of green prevention and control technologies.The research conclusion is as follows:1.Through the analysis of the adoption behavior of green prevention and control technologies by apple growers,it was found that they have a high level of understanding of green prevention and control technologies themselves;Insufficient awareness of the usefulness of technology;Has a good understanding of the ease of use of technology;Limited understanding of the effectiveness of technology.The order of willingness of farmers to adopt the four types of green prevention and control technologies is: chemical control technology>agricultural control technology>physical control technology>biological control technology;The adoption of green prevention and control technologies by farmers focuses on chemical prevention and control technologies,while the application of biological prevention and control technologies is relatively limited.2.Measurement and analysis of environmental attitudes and organizational support found that:(1)there is significant heterogeneity in the environmental attitude levels of farmers in different provinces.The environmental attitude level of Shaanxi farmers is higher than that of Gansu farmers.There are significant differences in the environmental attitudes of farmers in different counties and regions.The environmental awareness level of farmers in Ningxian,Zhuanglang,and Jingning counties of Gansu Province is in the order of Zhuanglang>Jingning>Ningxian.In the analysis of the environmental attitudes of farmers in5 counties of Shaanxi,it was found that farmers in Luochuan and Baishui showed higher environmental awareness and emotions;The level of environmental awareness and environmental responsibility in Yijun and Fuxian is relatively low.(2)The organizational support intensity in different provinces is heterogeneous,with Shaanxi farmers having higher organizational support intensity than Gansu farmers.At the same time,there are significant differences in the organizational support intensity of farmers in different counties and regions.3.Using the Ordinal probit model,the research on the impact of environmental attitudes and organizational support on growers’ awareness of green prevention and control technology found that:(1)environmental attitudes and their dimensions positively affect the adoption of green prevention and control technology in the following order: environmental responsibility>environmental emotion>environmental awareness;Organizational support and its various dimensions have a significant positive impact on the breadth and depth of farmers’ understanding of green prevention and control technology itself.(2)Environmental attitudes,organizational support,and their interactions have a significant positive impact on farmers’ awareness of green prevention and control technologies.The two promote each other and jointly improve farmers’ awareness of green prevention and control technologies.(3)The environmental attitude and organizational support of green prevention and control technology demonstration counties and non demonstration counties have a significant positive impact on their green prevention and control technology cognition,but the degree of impact is regional heterogeneity,that is,the impact of environmental attitude and organizational support of demonstration county farmers on technology cognition is greater than that of non demonstration county farmers.(4)There are intergenerational differences in the impact of environmental attitude and organizational support on their understanding of green prevention and control technology,that is,the significance and degree of influence of the regression coefficient of environmental attitude and organizational support of the new generation of planters are higher than that of the old generation.4.Using the bivariate probit model model,the impact of environmental attitudes and organizational support on the willingness of growers to adopt green prevention and control technologies was investigated from two aspects: adoption willingness and promotion willingness.Research has shown that(1)environmental attitudes,organizational support,and their various dimensions significantly positively affect the willingness of planters to adopt and promote green prevention and control technologies.Technological cognition plays a mediating role in the influence of environmental attitudes and organizational support on the willingness of planters to adopt green prevention and control technologies.(2)The interaction items of environmental attitude and organizational support are significantly positive,indicating a synergistic effect between the two,which enhances the willingness of planters to adopt technology.(3)The impact of environmental attitudes and organizational support on the willingness of planters to adopt green prevention and control technologies has heterogeneity in planting scale,with the order of impact being: larger scale planters>medium scale planters>smaller scale planters.(4)Under different organizational support models,there are differences in the impact of environmental attitudes and organizational support on the willingness of planters to adopt green prevention and control technologies.Under the zero cooperation model,environmental attitude significantly positively affects the willingness of planters to adopt and promote technology,but organizational support has no significant impact on the willingness of planters to adopt and promote technology.Under the other three cooperation modes,environmental attitudes and organizational support significantly positively affect the willingness of planters to adopt green prevention and control technologies,with the order of impact being: partial horizontal cooperation mode<complete horizontal cooperation mode<vertical cooperation mode.5.Using the Heckprobit model and Heckman model,respectively,examine the effects of environmental attitudes and organizational support on the adoption decision and degree of green prevention and control technologies by planters.The main research conclusions are as follows:(1)Environmental attitudes,organizational support,and their various dimensions significantly positively affect the decision and adoption level of green prevention and control technologies by planters.(2)Environmental attitudes,organizational support,and their interaction factors significantly positively affect the decision and degree of adoption of green prevention and control technologies by planters,indicating that the two have interactive effects and promote each other,jointly promoting the adoption behavior of green prevention and control technologies by planters.(3)Under different organizational support modes,the impact of environmental attitudes and organizational support on the adoption behavior of green prevention and control technologies by planters is heterogeneous.Under the zero cooperation model,environmental attitude significantly positively affects the technology adoption decision and degree of adoption of planters,but organizational support has no significant impact on the willingness of planters to adopt and promote technology.Under the other three cooperation modes,environmental attitudes and organizational support have a significant positive impact on the adoption decision and degree of green prevention and control technologies by planters.The order of impact is: partial horizontal cooperation mode<complete horizontal cooperation mode<vertical cooperation mode.6.The study on the economic and ecological effects of adopting green prevention and control technologies by planters using endogenous transformation regression models shows that:(1)green prevention and control technologies have significant economic effects.Planters adopting green prevention and control technologies can increase net income per mu.Based on the counterfactual assumption,if the technology adoption group does not adopt the technology,its net income per mu will decrease by 9.6386%;If the technology not adopted group adopts green prevention and control technology,its average net income per mu will increase by 7.8925%.(2)The ecological effect of green prevention and control technology has heterogeneity in planting area,and large-scale planters have a higher evaluation of the ecological effect of green prevention and control technology than other scale planters.(3)The adoption of green prevention and control technology by demonstration counties and non demonstration farmers has a significant positive impact on the net income per mu of farmers.However,the adoption of green prevention and control technology by non demonstration counties has a weak positive impact on the net income per mu of farmers,indicating that the economic effects of adopting green prevention and control technology by farmers have regional heterogeneity.(4)The adoption of green prevention and control technology has significant ecological effects.(5)The ecological effect of green prevention and control technology has heterogeneity in planting area,manifested as large-scale planters evaluating the ecological effect of green prevention and control technology higher than other scale planters.(6)The ecological effects of adopting green prevention and control technologies by growers have regional heterogeneity,and the evaluation of the ecological effects of adopting green technologies by growers in demonstration counties is higher than that of growers in non demonstration counties.Based on the research findings,this article proposes the following policy recommendations: establish an environmental awareness and environmental responsibility enhancement plan,and strengthen green production awareness;Multidimensional refinement to enhance the accuracy of organizational support for promoting technology adoption;The incentive system for integrating multiple methods and innovating green prevention and control technologies;Clarify the target audience for technology promotion and increase the promotion and training of green technologies.