Research On Fujian Farmer's Pro-environmental Behavior

Protection of agricultural ecological environment is the protection of agricultural productivity. The harmonious development of agriculture and even the whole society will depend on a good ecological environment. With the gradual advance of rural modernization, urbanization, and industrialization process, rural ecological environment has been sustained damage and the sustainable development of rural and agriculture has also been greatly restricted. So, farmers pro-environmental behavior study has important theoretical significance and practical value from a qualitative and quantitative point of view.How to get farmers to participate effectively in the construction of rural ecological environment and improve the rural ecological environment, which has become an important issue at all levels of government concern in recent years. Many scholars have made a exploratory research, and they also obtained fruitful outcome. This paper's object is farmers pro-environmental behavior in Fujian. First, this paper analyzes the influence mechanism of farmers pro-environmental behavior from the perspective of behavioral histology and economics, which finds that farmers demand for environment-friendly desire, motivation and behavioral goals affect farmers pro-environmental behavior, the low operating comparative advantage of agriculture lead to farmers engaged in pro-environmental behavior motivated inadequate. Second, this paper describes the current situation of the farmers pro-environmental behavior and its influence in Fujian, then, this paper, based on the data of field research, empirical analysis of the main factors affecting the farmers in Fujian pro-environmental behavior by using Logistic model, and the empirical results show that, among many factors, guiding role of agricultural subsidies, popularization degree of agricultural technology, agricultural practices and rural community culture have positive effects to farmers pro-environmental behavior. Last, based on analysis results, this paper proposes the strategies of promoting farmers in Fujian pro-environmental behavior.