关键词: 意愿行为, 绿色生产, 悖离, LogisticISM模型

Abstract: Green development is currently an important development concept advocated by the world,  and green production carried out by farmers is a major issue for agricultural development in China today. Based on the research data of 820 farmers in Gansu Province,  this paper analyzed the factors of the deviation of farmers willingness and behavior toward green production using the LogisticISM model,  which also explored the logical hierarchy between these influencing factors in depth. The research results indicated the following aspects. From the logistic regression results,  farmers green willingness to produce is paradoxically related to their behavior. In terms of social norms,  both individual norms and descriptive social norms have a negative effect on the occurrence of deviance,  and the more detailed the relevant norms are,  the lower the possibility of deviance will be. As for individual characteristics and green perceptions,  gender and planting size showed positive effects on the occurrence of paradox. However,  age,  farmers environmental perceptions,  economic value perceptions,  and hazard perceptions had significant negative effects. The results of the explanatory structure model showed that gender,  age,  farmers perception of the environment,  perception of economic value,  planting scale,  and hazard recognition were the deepest root factors. The intermediate factor of the importance of green production norms led to the difference in individual norms and descriptive social norms,  which finally led to the deviation of farmers willingness and behavior toward green production. It can be seen that it is the social norms of farmers that play an important direct driving and transitional role in the paradox of farmers willingness to produce green and behavior.

Key words:  willingnessbehavior, green production, paradox, logisticISM model