| Boosting green development of agriculture and realizing “agriculture rejuvenation by quality” and “agriculture rejuvenation by green” is not only an essential content of the rural revitalization strategy and agricultural sustainable development in China,but also an important way to realize people's pursuit of a better life with “green mountains and blue waters”.For a long time,as the production factors such as chemical fertilizers and pesticides are widely used,a series of severe problems such as non-point source pollution,ecosystem damage,quality and safety of agricultural products come with it.Among various kinds of crops,vegetables play an important role in balancing diet for people,However,severely affected by human activities,vegetable producing areas have become the “worst-hit region”with intensive use of pesticides and fertilizers,which has an impact on people's dietary health and ecological safety.Today,with the increasingly tight constraints on the environment,quality and safety of producing places,the green production mode advocating reducing the amount of chemicals with efficient utilization in vegetable production has been officially put on the strategic agenda.However,looking from the reality,limited by the small-scale,part-time and decentralized business model,ordinary vegetable growers are in face of practical problems such as insufficient internal transformation force and ability,as well as low external supervision efficiency.There are still many difficulties in promoting the green production transformation and realizing the high-quality development of growing vegetables.So,it is not only the focus subject concerned by the government and academia,but also a practical problem to be considered and answered at present regarding “who” should be responsible for realizing the green production of vegetables and “how”.Therefore,with the new business entities such as vegetable family farms as the research object,an overall framework of the research on the green production behavior of family farms is constructed in this paper based on the overview of the research at home and abroad,in combination with the relevant theories such as social psychology theory,sustainable livelihood framework,cost-benefit theory and random utility theory,to systematically study the behavior intention,behavior implementation,behavior benefit and behavior incentive process of green pesticides application and green fertilization in vegetable family farm.With the help of the survey data of 384 vegetable family farms in 30 key counties of 9 cities in Shandong,the current situation and problems of pesticide and chemical fertilizer application in vegetable family farms are analyzed in this paper from three aspects of input use,technology adoption and standardized use;The green production decision-making mechanism of vegetable family farms is formulated from internal cognition(including power,pressure and obstacles)and external environmental conditions(including capital endowment and environmental regulation),and the relevant factors affecting the green pesticide application and green fertilization behavior of vegetable family farms are explored to reveal its function mechanism;The economic and ecological benefits of green pesticide application and green fertilization in vegetable family farms are evaluated,and the policy preferences and demands of family farms with the objectives of green pesticide application and green fertilization are discussed based on the demands of operators.The main conclusions of this paper are as follows:(1)In terms of input selection,technology adoption and application mode,the adoption degree of single measures for green pesticide application and green fertilization in vegetable family farms needs to be improved,with low adoption level of all measures,and there are great environmental risks and hidden dangers of quality and safety in some particular sections.It is necessary and urgent to further promote the green transformation of vegetable family farms.(2)Economic expectation and individual norms are both the driving factors affecting the green production behavior intention of vegetable family farms.When green production is driven by the dual motivations of "self-interest" and “others-interest”,individual norms can be activated by two factors of consequence perception and responsibility attribution.However,no matter it is green pesticide application or green fertilization,the impact effect of economic expectation is greater than that of individual norms.The behavioral decision-making of vegetable family farms still gives priority to the guiding principle of improving economic efficiency.Social norms,energy efficiency cognition and experience habits are the pressure and obstacle factors affecting the green pesticide application and green fertilization intention of vegetable family farms.Social norms can indirectly affect the green pesticide application and green fertilization intention by forming personal norms.There are differences between the influencing factors and mechanism of green production behavior intention in family farms of different sizes.(3)It has a significant impact on the implementation of green pesticide application behavior in vegetable family farms to improve the endowment level of natural capital,material capital and human capital and optimize the endowment structure of human capital;Improving the level of material capital,human capital and social capital and optimizing the endowment structure of human capital,material capital and social capital have a significant role in promoting the implementation of green fertilization in vegetable family farms.Whether it is the command-control policy or economy-incentive policy,they both can effectively encourage family farms to adopt green pesticide applications and green fertilization behavior.However,with the increase of the intensity of command-control policy,the probability of green pesticide application and green fertilization behavior in vegetable family farms presents a trend of “inverted U”,and the implementation intensity of the policy should not be excessive,while the economy-incentive policy does not show an obvious “inverted U” trend with a continuous incentive effect.Command-constraint policy has a negative regulatory effect on“capital endowment-green fertilization behavior”,while both command-constraint policy and economy-incentive policy have a positive regulatory effect on “capital endowment-green fertilization behavior”.(4)Green pesticide application and green fertilization behaviors help to promote the comprehensive environmental level of vegetable family farms.Green pesticide application behavior plays an important role in alleviating cultivated land pollution,preventing soil hardening,protecting natural enemies of diseases and pests,and reducing the health risks of producers and consumers;Green fertilization behavior has a crucial effect on preventing cultivated land pollution,reducing soil hardening,avoiding soil acidification,improving soil fertility and increasing soil microorganisms.There are significant ecological benefits to implement green production in vegetable family farms.However,in terms of economic benefits,taking growing tomato as an example,the green pesticide application behavior significantly saves the average pesticide cost per mu of vegetable family farms and effectively improves the product price,but the labor cost is increased and the vegetable production is reduced at the same time;Green fertilization effectively reduces the cost of fertilizer and pesticide per mu of vegetable family farms,but the costs of processing,transportation and packaging are increased.From the perspective of comprehensive consideration on the three factors of cost,production and premium,there is no obvious effect of green pesticide application and green fertilization on increasing the net income per mu of vegetables.(5)The optimization of cost subsidy,technical guidance,sales support,production insurance and production services,the major five policies,can effectively promote the utility level of vegetable family farms participating in green pesticide or green fertilization schemes.Under the objective of green pesticide application,the priority values of farm policy attributes are as follows: production reduction compensation,technical guidance,brand development,production and marketing connection and multi-section services.There is a a complementary effect between cost subsidy and brand development policy.In terms of technical guidance,brand development and production reduction compensation policies,farms have significant heterogeneity preferences.Under the objective of green fertilization,the priority values of farm policy attributes are as follows: technical guidance,brand development,production reduction compensation and multi-section services.The cost subsidy policy has complementary effects with technical guidance,production reduction compensation and multi-section services.In terms of technical guidance,production and marketing connection and production reduction compensation policies,farms have significant heterogeneity preferences.In face of the same policy combination scheme,vegetable family farms with different characteristics also have different preference to get involved in green pesticide and green fertilization policy schemes. |
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