Analysis of Influencing Factors on Cognition and Behavioral Responses Regarding Green Development of Farming Households in Tibetan Areas—Taking Hezuo City as an Example

Maoyuan Zhao and Yongchun Yang ()
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Maoyuan Zhao: College of Earth and Environmental Sciences, Lanzhou University, Lanzhou 730000, China
Yongchun Yang: College of Earth and Environmental Sciences, Lanzhou University, Lanzhou 730000, China

Sustainability, 2025, vol. 17, issue 8, 1-20

Abstract: As an ecologically fragile and agriculture-dominated region in China, the Tibetan area is in urgent need of green transformation. Based on the survey data of 59 farmers in 16 villages in Hezuo City, this paper empirically examines the influencing factors and decision-making logic of the green production behaviors of farmers in Hezuo City using the Double Hurdle model and the moderated model, and the results show the following: (1) Cognitive norms and environmental regulations are the key elements determining the green production intentions and behavioral responses of farmers, and the driving effect of cognitive norms on behavioral response shows a declining trend in comparison with behavioral intention. Compared with behavioral intention, the effect of cognitive norms on behavioral response showed a downward trend. (2) The consistency between group social cognition and green production cognition significantly influences the behavioral intentions and behavioral responses of farmers regarding green production in Hezuo City. This is conducive to promoting farmers’ intentions to engage in and their continuous response to green production. (3) The role of environmental regulation in enhancing green production intention and behavioral response is more consistent and significant. However, it cannot continuously promote a green production response by influencing green production intention again. The green development strategy can help to align farmers’ cognitive and behavioral responses to green production. It is recommended that the government use environmental regulation as the primary means of driving the current green transformation in Tibetan areas.

Keywords: agricultural green development; Tibetan area; double hurdle model; environmental regulation; influencing factors (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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