规则约束下水禽养殖户饲料添加剂使用意愿与行为研究——基于TPB-NAM整合模型
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作者单位:

1.江西农业大学 经济管理学院/江西省乡村振兴战略研究院;2.江西农业大学 经济管理学院

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基金项目:

国家自然科学基金项目(71963021, 71763012, 71934003)


Analysis of the willingness and behaviors of waterfowl farmers to use feed additives under rule constraints by the TPB and NAM models
Author:
Affiliation:

1.School of Economics and Management, Jiangxi Rural Revitalization Strategy Research Institute, Jiangxi Agricultural University;2.School of Economics and Management, Jiangxi Agricultural University

Fund Project:

National Natural Science Foundation of China (71963021, 71763012, 71934003).

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    摘要:

    饲料添加剂具有提高动物免疫功能、促进动物健康生长等诸多优势。然而,滥用饲料添加剂已经对动物、人类健康和环境构成了严重的威胁,规范使用饲料添加剂是养殖户亲环境生产行为的重要表现。基于计划行为理论(TPB)和规范激活理论(NAM)的整合框架,利用江西省、湖北省和云南省水禽养殖户微观调查数据,采用结构方程模型,从个体理性和社会理性两个维度,分析在规则约束下水禽养殖户饲料添加剂的使用意愿与行为。结果表明,受访者表现出较高的规范使用饲料添加剂意愿,均值为3.764,但实际行为偏低,均值为3.216。态度、主观规范和感知行为控制均对水禽养殖户规范使用饲料添加剂意愿产生显著正向影响,但影响效应依次减弱;结果意识正向影响责任归属,而责任归属和感知收益共同激活个人规范。意愿与个人规范对水禽养殖户规范使用饲料添加剂行为均具有显著正向影响,且意愿的影响更大,但意愿与行为之间存在悖离现象。据此,提出应采取措施提升水禽养殖户规范使用饲料添加剂的积极态度,强化水禽养殖户在生产过程中所承担的环境责任,营造规范使用饲料添加剂氛围,加大政策支持和补贴力度,加强监管与督察力度等政策建议。

    Abstract:

    Feed additives have many advantages such as improving the immune system of animals and promoting the healthy growth of animals. However, misuse of feed additives has posed a serious threat to animal and human health as well as the environment. The rational use of feed additives is an important expression of farmers’ pro-environmental production behavior. Based on a micro-survey data of waterfowl farmers in Jiangxi, Hubei, and Yunnan provinces and applying the integrated structural equation framework of the theory of planned behavior (TPB) and the norm activation model (NAM), this paper analyzed farmers’ willingness and their behaviors of using feed additives under rule constraints from two dimensions of individual rationality and social rationality. Results show that respondents had a relatively high willingness to regulate the use of feed additives with mean value of 3.764, but their actual behavior was low with mean value of 3.216. In a decreasing order, farmers’ attitude, subjective norms, and perceived behavioral control have different significant positive effects on their willingness to use feed additives rationally. Awareness of consequence positively influences the ascription of responsibility, while ascription of responsibility and perceived benefits jointly activate personal norms. Both of their willingness and personal norms have a significant positive effect on farmers’ rational feed additive use behavior, and the effect of intention is greater. However, there is a certain contradiction between the two. Therefore, this paper suggests: widely enhancing the positive attitude of waterfowl farmers to standardize the use of feed additives, increasing the environmental responsibility of waterfowl farmers in the production process, creating an atmosphere of standardized use of feed additives, increasing policy support and subsidies, and strengthening supervision and inspection efforts.

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引用本文

汪兴东,彭丹,汤晋,高雪萍. 规则约束下水禽养殖户饲料添加剂使用意愿与行为研究——基于TPB-NAM整合模型[J]. 农业现代化研究, 2022, 43(2): 202-210
WANG Xing-dong, PENG Dan, TANG Jin, GAO Xue-ping. Analysis of the willingness and behaviors of waterfowl farmers to use feed additives under rule constraints by the TPB and NAM models[J]. Research of Agricultural Modernization, 2022, 43(2): 202-210

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  • 收稿日期:2022-01-17
  • 最后修改日期:2022-02-24
  • 录用日期:2022-02-25
  • 在线发布日期: 2022-04-21
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