农户环保型农药选购的影响因素及其效应研究

利用大样本调研数据，基于计划行为理论框架和结构方程模型，实证检验了农户环保型农药选购行为的影响因素及其效应。本文研究发现，农户环保型农药选购行为主要受到态度、主观规范、知觉行为控制和意向等因素影响，而这些因素可由农药杀虫效果、家庭成员期望、农药使用经验和零售商推荐等突显信念进一步解释；同时，农户还普遍存在环保型农药知识贫乏的问题。此外，农户环保型农药选购行为能否实现，不仅受到具有主动性选购意向的直接影响，更受到具有一定程度被动性的知觉行为控制的直接作用，而且后者效应大于前者效应。结论为完善现行农药使用治理制度提供了微观证据支撑。

The Influencing Factors of Farmers Purchase Environmentally Friendly Pesticide and Its Effects in China

Using large sample survey data, based on cognitive psychology theory of planned behavior framework and structure equation model tools, the paper empirically research on the influencing factors of Chinese farmers purchase environmentally friendly pesticide and its effect. The research findings show: the behavior of farmers purchase environmentally friendly pesticide are mainly influenced by the attitude, subjective norms, perceived behavior control as well as intention, while these factors can be made of pesticide insecticidal effect, family members'' expect, habits in pesticide use and retailers'' recommendation, but farmers are ignorant about the environmentally friendly pesticide knowledge. Whether the farmers to purchase environmentally friendly pesticide are not only influenced by the initiative intention, but also by passively perceived behavioral control directly, and even the latter effect is more than two times of the former, its essence is the farmers inactively develop their pre- environment behavior. These findings have the important enlightenment to improve the existing management policy.