Study On The Influencing Factors Of Enterprises’ Willingness And Behavior To Participate In Eco-compensation In River Basins

In order to strengthen the management of river basin ecological environment,various places in our country have put forward corresponding river basin ecological compensation policies and achieved good practical results.However,the model of relying solely on the government as a single compensation subject is no longer sustainable.In order to enhance the public participation in watershed ecological compensation,the government has proposed the goal of transforming watershed ecological compensation into a market-oriented and diversified model.As one of the market players and multi-player players,sewage disposal enterprises’ active participation in watershed ecological compensation will promote the establishment of a marketoriented and multi-player model of watershed ecological compensation.Therefore,it is of great significance to analyze the influencing factors that affect the willingness and behavior of enterprises to participate in watershed ecological compensation and the influencing mechanism of these factors,and to formulate corresponding policies to enhance their willingness to participate,in order to promote the transformation of watershed ecological compensation mechanism to marketization and diversification,and to improve the watershed ecological environment.In this paper,the ecological compensation policy as an important factor is added to the traditional theoretical model of planned behavior as an independent variable,and the theoretical model is constructed based on this expanded theoretical framework.Taking the part of Hunan Province in Dongting Lake Basin as the research area,the partial least squares structural equation model(PLS-SEM)is used to conduct an empirical analysis on 224 sample data of key sewage enterprises in Hunan Province.This paper explores the influence of four factors on the willingness and behavior of enterprises to participate in ecological compensation,including behavior attitude,subjective norm,perceived behavior control and ecological compensation policy,and analyzes the mediating role of willingness to participate in these four variables in the influence of participation behavior.The results show that four factors,namely,behavior attitude,subjective norm,perceived behavior control and ecological compensation policy,have significant positive effects on the enterprises’ willingness to participate in ecological compensation,among which the two factors,perceived behavior control and ecological compensation policy,can directly promote the enterprises’ participation in watershed ecological compensation,and the enterprises’ willingness to participate has the greatest direct effect on the enterprises’ participation;The willingness to participate plays a partial and complete mediating role in the above variables’ influence on participation behavior.According to the results of the analysis,this paper puts forward some policy suggestions such as strengthening the ecological publicity and training,improving the cognitive level of ecological compensation,strengthening the ecological governance atmosphere and social supervision,reducing the participation cost of enterprise ecological compensation,and perfecting the ecological compensation policy.