Study On Public's Attitude,demand Willingness And Demand Behavior Of Muti-functional Agricultural Land Based On The Extended Theory Of Planned Behavior

With the development of urbanization and socio-economic,the living standard and happiness index of the people in our country have been improved.At the same time,some problems have also emerged,such as agricultural land decrease,food crisis,and agricultural land ecological environment deterioration.Scholars in related fields said that the weak protection of agricultural land is due to the public's incomplete understanding of the function of agricultural land.To this end,our country have adopted a series of policies: for example,define "farmland red line","ecological red line",release "main functional zoning",and implement agricultural supply-side structural reform,Which aim to ensure national food security,maintain ecological security,and improve people's living standard and develop multi-functional agriculture within market demands.Agricultural land is an important element and carrier of agricultural production.Realizing the multi-function of agricultural land is an important foundation for promoting the multifunctional development of agriculture.The key to realize the multi-functional of agricultural land is to match the supply and demand of agricultural land multi-function,and the current research on agricultural land multi-function focuses on the whole,and the multi-function of agricultural land will be integrated as a whole.There is no distinction between different types of agricultural land functions,It is mainly about the statistical evaluation of agricultural land at the supply level and macro-scale,and there is less research on the demand of micro-subject scale.Based on the demand theory,the article divided agricultural land multi-function into production function,ecological function,and landscape cultural function,and analyzes public attitude,demand willingness,and demand behavior for agricultural production function,ecological function,and landscape cultural function.Compared the public's attitudes towards the three functions of agricultural land,differences in demand willingness,and differences in demand behaviors,and the differences between public attitudes,willingness,and demand behaviors under the same function.Based on the extended theory of planned behavior,this paper constructes the demand behavior model of agricultural land production function,ecological function and landscape culture function,and analyzes the influence factors of the public demand for the agricultural land multi-function.The main conclusions are as follows:(1)from the comparison of functions,the public's attitude?demand willingness and demand behavior to the multi-function of agricultural land are all recognized as production function > ecological function > landscape culture function,From the comparison of attitude,demand willingness,and demand behavior of multi-functional agricultural land,the proportion of respondents who agree with the agricultural land multifunction is similar to the proportion of respondents who have demand willingness for agricultural land multifunction,but there is a big difference between demand willingness and demand behavior for agricultural land multi-function,and only some of the willingness are transformed into demand behavior,the public's performance of production function,ecological function and landscape cultural functions are all recognized as demand willingness> demand behavior.(2)From the analysis of the factors affecting the multi-functional demand of agricultural land,attitude,subjective norm,and perceptual behavior control can all affect the demand willingness and demand behavior of agricultural land multi-function in different degrees:Firstly,For agricultural land production functions,the public's attitude towards “farmland should play a productive role,cannot change their use arbitrarily” and “grain should pay attention to quality” positively influence their pursuit of variety and high quality of agricultural products.Meanwhile,in the subjective norm,The opinions and practices of family members and friends have increased the demand willingness for the production functions of agricultural land.However,due to the individual ability and the inconvenience of purchasing green agricultural products,the actual demand behavior of agricultural land production function is weakened.Secondly,For the ecological function of agricultural land,the public's attitude is the key factor affecting the willingness of agricultural land's ecological function.At the same time,the behaviors of family members and friends in subjective norm to protect agricultural land ecological environment have a certain influence on the demand for agricultural land ecological function,and the living environment and the government's incentive measures for agricultural land ecological protection has a significant impact on the willingness for agricultural land ecological functions.In addition,the individual's awareness of the air environment and water environment and ability to protect the agricultural land ecological environment all influence the actual demand behavior.Thirdly,For the landscape cultural function of agricultural land,the attitude of the public increases their demand willingness for landscape cultural function of agricultural land.The opinions of family members and friends on agricultural cultural knowledge and experience of leisure agriculture in subjective norm largely influence the willingness.And the degree of influence is higher than attitude.The residents' satisfaction for the surrounding recreational agricultural construction and the government's promotion of agricultural culture knowledge are the key factors affecting the landscape cultural function demand behavior.(3)there are differences in factors affecting demand of agricultural land multi-function:Firstly,Attitude and subjective norm have different effects on the demand willingness of different functions: the degree of public attitude on agricultural land production function and ecological function demand will be higher than the effect of subjective norm on agricultural land production function and agricultural land ecological function demand willingness respectively.It showed that in the production function and ecological function of agricultural land,the public is more dependent on their own values and attitudes,and it is an internal control psychological tendency.However,when dealing with the landscape cultural functions of the agricultural land,the public is more inclined toward external control,and the subjective norm have more influence on the willingness of the landscape cultural function than attitude.For the demand of agricultural land landscape culture,the public is more likely to submit to the pressure of the group to adopt herd behavior.Secondly,The path coefficient of perceptual behavior control on agricultural land production function and ecological function demand behavior is higher than on agricultural land landscape cultural function demand behavior,which shows that public demand for landscape cultural function is affected by individual ability on a low degree;The environmental factors such as the dissemination of agricultural cultural knowledge by the government and the degree of construction of the surrounding leisure agriculture can influence the demand behavior of the public on the landscape culture of agricultural land.Based on the above studies,the following policy recommendations are proposed: strengthen the propaganda of agricultural land multi-functional knowledge and improve the attitude of the public to the production function,ecological function,and landscape cultural function of agricultural land.Through policy advocacy,correctly guide social norms and raise the public's demand willingness to agricultural land multi-function.Increase public income sources,protect quality of life,and increase spiritual needs.Expand the agriculture multi-function,strengthen the functional construction of agricultural landscape culture,promote the deep integration of agriculture and leisure tourism,education and culture,and promote the development of new industries such as tourism agriculture,experience agriculture,and creative agriculture.