Determinants of Farmers’ Intention of Straw Recycling: A Comparison Analysis Based on Different Pro-Environmental Publicity Modes

Hao Zhu, Yibin Ao, Hong Xu, Zhongli Zhou, Yan Wang and Linchuan Yang
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Hao Zhu: College of Environment and Civil Engineering, Chengdu University of Technology, Chengdu 610059, China
Yibin Ao: College of Environment and Civil Engineering, Chengdu University of Technology, Chengdu 610059, China
Hong Xu: College of Environment and Civil Engineering, Chengdu University of Technology, Chengdu 610059, China
Zhongli Zhou: College of Management Science, Chengdu University of Technology, Chengdu 610059, China
Yan Wang: Department of Engineering Management, Sichuan College of Architectural Technology, Deyang 618000, China
Linchuan Yang: Department of Urban and Rural Planning, School of Architecture and Design, Southwest Jiaotong University, Chengdu 611756, China

IJERPH, 2021, vol. 18, issue 21, 1-17

Abstract: Promoting the intention of farmers to participate in straw recycling is an effective way to alleviate the contradiction between environmental pollution, scarcity of environmental resources, and sustainable development. In this study, social trust and value perception were integrated into the theory of planned behavior to build a theoretical framework of farmers’ intention to participate in straw recycling, considering the influences of three different pro-environmental publicity modes. A field investigation was used to collect research data in six sample villages. Finally, 761 valid questionnaires were collected, and partial least squares structural equation modeling was applied to test the research hypotheses. The results showed that the influence of attitudes, subjective norms, perceived behavior control, value perception, and social trust on farmers’ straw recycling intentions was different among different pro-environmental publicity modes. Among the three pro-environmental publicity modes, the concentrated pro-environmental publicity mode has the best effect of promoting straw recycling intentions among farmers. This study introduces some targeted suggestions on the aspects of pro-environmental publicity theory and management practice based on the above research results.

Keywords: driving factors; straw recycling intention; pro-environmental publicity; theory of planned behavior; social trust; value perception (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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