Study on decision factors of pesticide reduction behavior of farmers under the framework of TPB and NAM: Empirical evidence from 870 cash crop farmers in 5 provinces of central and western China

doi:10.13733/j.jcam.issn.2095-5553.2025.03.013

Abstract

Abstract:

The farmer household is the main agent of pesticide application, it is of great importance for our country agriculture development to explore the influence factor of reducing the pesticide application amount in the agricultural production. According to the theory of planned behavior （TPB） and the theory of normative activation （NAM）, a structural equation model of farmers' pesticide reduction behavior under the influence of rational and perceptual factors was constructed, an empirical study was carried out on 870 Cash crop farmers' survey data from five provinces in central and western China to analyze the key influencing factors of farmers' pesticide reduction. The results showed that the rational behaviors with significant impact on pesticide reduction were subjective norm, attitude and perceived behavior control, and the standardization coefficients were 0.166, 0.157 and 0.125, respectively. Among the perceptual behavior factors, personal norms had a significant positive effect on pesticide reduction, and the standardized coefficient was 0.218. Subjective norms and attitudes in rational behavior can positively influence individual norms, the standardization coefficient is 0.141 and 0.121, and finally promote farmers' willingness to reduce pesticide. Subjective norm and individual norm are important factors in the theoretical hypothesis model. Promoting these two factors can have a positive impact on other factors, and ultimately benefit farmers' willingness to reduce pesticide.

Key words: farmers, pesticide reduction, theory of planned behavior, normative activation theory, structural equation model

摘要：

农户是施用农药的主要行为人，探究其在农业生产中减少农药施用量的影响因素对我国农业发展作用重大。依据计划行为理论（TPB）和规范激活理论（NAM）相关内容，构建理性和感性双重因素影响下农户采纳农药减量行为的结构方程模型，对中西部5省区870份经济作物种植农户的调研数据进行实证研究，分析农户采取农药减量行为的关键影响因素。研究发现：对农户农药减量有显著影响且影响由强到弱的理性行为依次是主观规范、态度和知觉行为控制，标准化系数依次为0.166、0.157和0.125。在感性行为因素中，个人规范对农户农药减量有显著正向影响，标准化系数为0.218。理性行为中的主观规范和态度可以正向影响个人规范，标准化系数依次为0.141和0.121，最终促进农户农药减量意愿。主观规范和个人规范在理论假说模型中是较为重要的因素，提升这两个因素可以对其他因素产生积极影响，最终有利于农户农药减量意愿。

关键词: 农户, 农药减量, 计划行为理论, 规范激活理论, 结构方程模型

CLC Number:

S435
F301

Cui Chunhao, Li Tao, Li Ting, Ji Mingyue. Study on decision factors of pesticide reduction behavior of farmers under the framework of TPB and NAM: Empirical evidence from 870 cash crop farmers in 5 provinces of central and western China [J]. Journal of Chinese Agricultural Mechanization, 2025, 46(3): 79-86.

崔椿浩, 李韬, 李婷, 姬明月. TPB与NAM框架下农户农药减量行为的决策因素研究——来自中西部5省区870份经济作物种植户的经验证据[J]. 中国农机化学报, 2025, 46(3): 79-86.

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