Study On The Influence Of Social Norm Perception On Farmers' Adoption Behavior Of Conservation Tillage Technology

Since the beginning of the new century,China's agricultural production capacity has been "changing with each passing day",and grain output has "increasingly increased".The goal of "agricultural strong,rural beauty,and peasant wealth" is getting closer and closer.However,while the material wealth is gradually abundant,it also brings "rich troubles":implementing straw returning to farmland is an effective means to promote material circulation and improve the quality of cultivated land,but in reality,there is a Pareto decline phenomenon of long-term anomie of straw utilization and "little effect" in improving the quality of cultivated land.The upgrading of rural production and lifestyle leads to the loss of traditional straw function,the abandonment of farmland makes the material circulation of farmland unbalanced,and in-situ burning destroys the soil internal ecology,indirectly causing fertilizer and pesticides overuse.It is difficult to achieve the goal of ecological livability and sustainable development of agriculture without solving the long-term absence of straw in the process of material and energy cycle of cultivated land.The feasible way and effective way to solve the "rich troubles" is to promote conservation tillage,improve the quality of cultivated land through the effective use of agricultural waste,and promote green,recycling and sustainable development of agriculture.As one of the most important technical measures to improve the quality of cultivated land,conservation tillage has an irreplaceable role in consolidating agricultural foundation,promoting resource utilization and improving rural environment.The government has issued a large number of policies on the utilization of agricultural waste,the return of straw to the field,and the improvement of the quality of cultivated land to promote conservation tillage.However,farmers who are the mainstay of technology adoption are either obedient or powerless,and "turn a blind eye" to conservation tillage techniques..In the case of formal system failures such as policies and regulations,this paper attempts to start from the informal system,introduce the social preference perspective in behavioral economics into the field of farmer technology adoption,and explore the impact of social norms on the adoption behavior of farmer conservation tillage technology.This paper analyzes the motives and mechanisms of farmers'compliance with social norms to change behaviors through psychological costs,and constructs two intermediary paths that affect the adoption of technology and the efficiency of technology adoption.It answers in more detail whether social norms can promote the adoption of protection by farmers.Farming technology,compared with the formal system,the role of social norms in promoting the adoption of conservation tillage technology by farmers;social norms promote the internal mechanism and path of farmers adopting conservation tillage techniques;and what kind of social norms can promote farmers to adopt conservation tillage technology.Based on the social preference in behavioral economics,this paper takes micro-farmers as the research object.Based on the survey data of 761 households in Hubei Province,the logit model is used to empirically analyze the impact of social norms on the adoption behavior of farmer conservation tillage techniques.The research shows that:First,social norms can directly promote farmers to adopt conservation tillage techniques,and can also promote farmers to adopt conservation tillage techniques by enhancing psychological cost perception and technical efficacy perception.Second,social norms through personal perception-The farmer's behavior change path affects the social-type farmer's technology adoption behavior,and influences the self-type farmer's technology adoption behavior through the technology reference perception-farmer behavior change path.Third,compared with the media propaganda,public recognition can promote farmers' adoption of conservation tillage technology.From the perspective of farmers' classification,the public recognition may promote social farmers to adopt protective farming techniques by enhancing individual perceptions.Media publicity can promote self-property farmers to adopt conservation farming techniques by improving technical reference perception.Based on the above conclusions,this paper has the following policy implications:First,attach importance to the role of social norms,build an efficient and coordinated feedback mechanism,provide important reference and effective supplement for the formulation and implementation of relevant policies;Second,shape good social norms,awaken the sense of environmental protection To lay a solid foundation for the smooth promotion of sustainable green development of agriculture;third,to identify differences among farmers,to resolve internal and external conflicts,and to provide a strong guarantee for the establishment of a sound agricultural technology extension system.