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

摘要： 绿色发展是当今世界所倡导的一个重要发展理念，农户进行绿色生产是当今中国农业发展的重大课题。基于甘肃省820个农户的实地调研数据，对农户绿色生产意愿与行为悖离的因素运用LogisticISM模型进行分析，并对各影响因素之间的逻辑层次关系进行深入探讨。研究结果表明：从Logistic回归结果看，农户绿色生产意愿与行为上发生悖离，在社会规范上，个体规范和描述性社会规范对悖离的发生均有负向作用，相关规范越详细，悖离就有越低的可能性。在农户个体特征和农户绿色认知方面，性别和种植规模对悖离的发生表现出正向作用，而年龄、农户环境认知、经济价值认知和危害认知则具有显著的负向影响。解释结构模型结果显示，性别、年龄、农户环境认知、经济价值认知、种植规模和危害认知是最深层次的根基因素，并通过绿色生产重要性规范这一中间层因素，导致农户在个体规范和描述性社会规范上出现不同，最后致使农户绿色生产意愿与行为悖离。可知，在农户绿色生产意愿与行为悖离过程中发挥重要的直接驱动和过渡作用的是农户的社会规范。

关键词: 意愿行为, 绿色生产, 悖离, LogisticISM模型