A Study On Farmer Participation In Green Agricultural's Production From The Perspective Of Social Norms

The unreasonable application of pesticides and chemical fertilizers and the improper use of water resources and agricultural waste resources have caused an increase in agricultural environmental pollution,causing concern of the government and the people.In this context,it is particularly urgent to break through the traditional development model and promote agricultural green production.Farmers as the direct management of agricultural production,its green production behavior has a direct impact on the agricultural production environment.Under the current structure of rural social relations in China,compared with the mandatory institutional changes of government intervention in regulation,the means of social norms are used to restrain farmer behavior,and spurring farmer spontaneous behavior may be more effective and practical in improving current environmental problems.Under the guidance of farmers' behavior theory,behavioral economics and externality theory,this paper theoretically analyzes the influence of social norms on farmers' participation in agricultural green production behavior.Based on this,the research hypothesis of this paper is put forward.Secondly,this paper constructs the evaluation index system of farmer participation in agricultural green production,and evaluates the farmer agricultural green production behavior.Finally,using the micro-data of 402 farmers in Gansu Province,the logistic model is constructed for empirical analysis to test the influencing factors of farmer participation in agricultural green production from the perspective of social norms.The empirical results show that: The whole participation intensity of farmer green production behavior in the sample area is not high,And the farmland management behavior of farmers is the weakest in all dimensions of agricultural green production behavior;All dimensions of social norms have a significant impact on the intensity of farmer participation in green agricultural's production,among which,the behavior of relatives and friends has the most significant impact on the participation intensity of farmers in agricultural green production.It can be seen that descriptive norms have the greatest impact on farmer behavior.As far as the influence coefficient is concerned,the external incentive and inducement mechanism can promote the participation intensity of farmer agricultural green production more than the punishment mechanism.According to the empirical results,this paper puts forward some suggestions on how to improve the level of descriptive social norms,descriptive social norms and individual social norms.