Social Networks,Perceived Value And Farmers’ Behavior Of Cultivated Land Quality Protection

China relies on 7% of the world’s cultivated land to support 20% of the world’s population.The importance of cultivated land to the people’s livelihood and strategic stability is self-evident.Although China has curbed the trend of rapid decrease of cultivated land since 2004 through effective policy implementation,the overall situation of China’s per capita cultivated land is still small,the quality of cultivated land is not high,and the lack of reserve resources of cultivated land has not fundamentally changed.Moreover,with the development of urbanization and the deepening of part-time employment of farmers,there is a phenomenon of extensive use or even abandonment in the process of cultivated land utilization.The degradation of cultivated land is serious,which directly threatens the future national strategic security.In this case,China urgently needs to establish and improve the specific implementation policies of cultivated land quality protection.As the direct subject of cultivated land quality protection,the design of cultivated land quality protection policy should focus on the behavior characteristics and rules of farmers in cultivated land quality protection.This paper takes farmers’ cultivated land quality protection behavior as the research object,from the perspective of social network and perceived value,according to the guidance of farmers’ behavior theory,social network theory and perceived value theory,on the basis of combing the relevant research results at home and abroad,using the micro survey data of 1019 farmers in Shaanxi Province,analyzes the current situation and problems of farmers’ participation in cultivated land quality protection,The paper also measures two factors of farmers’ social network and perceived value,and further empirically analyzes the impact of social network and perceived value on Farmers’ willingness of cultivated land quality protection(willingness and degree of participation),cultivated land quality protection behavior(behavior choice and participation level),and cultivated land quantity protection effect(economic effect and ecological effect)(1)Only 59.1% of the farmers are willing to participate in cultivated land quality protection,and the average willingness to pay of the farmers who are willing to participate in cultivated land quality protection is only 142.77 yuan.In production,only 53.7% of the farmers actually took measures to protect the quality of cultivated land,and the proportion of farmers in different regions was basically the same.In order to protect the quality of cultivated land,the main measures for farmers are straw returning and canal repairing.Farmers are still passive participation,and the first consideration is to meet the basic production needs.The results show that the overall effect of farmers’ participation in cultivated land quality protection is medium level,and there are differences in the recognition of economic and ecological effect indicators among different regions.(2)By using factor analysis method,we get four factors: network interaction,network trust,network norms and network reciprocity.From the characteristics of social network indicators,the level of network trust of farmers is the highest,followed by network norms,followed by network reciprocity,and the level of network interaction of farmers is the lowest.And the differences of network interaction,network trust,network norms and network reciprocity between different types of participation and different levels of participation are obvious.The results show that the overall level of farmers’ perceived value,economic high value,ecological value,social value and emotional value are low.Further comparison shows that the ecological value perception of farmers with cost measures is higher than that of farmers with asset measures,and the economic value perception,social value perception and emotional value perception of farmers with asset measures are significantly higher than those of farmers with cost measures the level of ecological value perception and emotional value perception increased with the increase of the number of cultivated land quality protection measures.(3)Social network has a significant positive impact on Farmers’ willingness and degree of participation in cultivated land quality protection.In the dimension of social network segmentation,network interaction,network trust,network norms and network reciprocity have a significant positive impact on Farmers’ willingness to participate in cultivated land quality protection.However,in the second stage of farmers’ participation,network interaction and network reciprocity have a significant promoting effect,while network trust and network norms have no significant effect.Perceived value has a positive impact on Farmers’ willingness and degree of participation in cultivated land quality protection.In the sub dimension of perceived value,economic value perception and emotional value perception have a significant positive impact on Farmers’ willingness to participate in cultivated land quality protection,ecological value perception only has a significant positive impact on Farmers’ participation,while social value perception has no significant impact on Farmers’ willingness to participate in cultivated land quality protection.Perceived value plays a positive moderating role in the impact of farmers’ social network on their participation in cultivated land protection,but has no significant positive effect on their willingness to participate in the first stage.(4)Social network has a positive impact on the two types of behavior of farmers’ participation in cultivated land quality protection: taking cost measures and taking asset measures.In the subdivision dimension of social network,network interaction,network norms and network reciprocity have a significant positive impact on the cost oriented cultivated land quality protection measures taken by farmers;Network interaction,network trust and network norms have a significant positive impact on the quality of cultivated land protection measures.The results show that the social network of farmers has a significant positive impact on the participation level of farmers’ cultivated land quality protection behavior,and the network interaction,network norms and network reciprocity have a significant positive impact on the participation level of farmers’ cultivated land quality protection behavior,Moreover,network interaction and network norms have superposition effect in the behavior choice of farmers’ cultivated land quality protection.Perceived value has a positive impact on the two types of behavior of farmers’ participation in cultivated land quality protection: taking cost measures and taking asset measures.In the dimension of perceived value segmentation,economic value perception,ecological value perception and emotional value perception have a significant positive impact on Farmers’ taking cost oriented cultivated land quality protection measures;Economic value perception,ecological value perception,social value perception and emotional value perception have a positive impact on the quality protection measures of asset cultivated land.Perceived value plays a significant positive moderating role in the impact of social network on Farmers’ behavior of cost oriented cultivated land quality protection,but has no moderating role in the impact of social network on Farmers’ behavior of asset oriented cultivated land quality protection.Further analysis on the participation level of farmers’ cultivated land quality protection behavior shows that the level of farmers’ perceived value has a significant positive impact on the participation level of farmers’ cultivated land quality protection behavior,and the perception of economic value,ecological value and emotional value has a superimposed effect on the behavior choice of farmers’ cultivated land quality protection.(5)Social network can improve the economic and ecological effects of farmers’ cultivated land quality protection.Network interaction,network trust and network reciprocity have significant positive effects on the economic and ecological effects of farmers’ cultivated land quality protection.Network norms only have significant positive effects on the ecological effects of farmers’ cultivated land quality protection behavior.Perceived value can improve the economic and ecological effects of cultivated land quality protection,social value perception and emotional value perception can promote the economic effects of cultivated land quality protection,and economic value perception,ecological value perception and emotional value perception have positive effects on the ecological effects of cultivated land quality protection.Perceived value can play a positive regulatory role in the impact of social network on the economic and ecological effects of farmers’ cultivated land quality protection behavior.