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

Author

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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
    College of Management Science, 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)

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.

Suggested Citation

  • Hao Zhu & Yibin Ao & Hong Xu & Zhongli Zhou & Yan Wang & Linchuan Yang, 2021. "Determinants of Farmers’ Intention of Straw Recycling: A Comparison Analysis Based on Different Pro-Environmental Publicity Modes," IJERPH, MDPI, vol. 18(21), pages 1-17, October.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:21:p:11304-:d:666469
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    References listed on IDEAS

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    2. Wei Li & Si Chen & Zhihao Wang & Guomin Li & Xiaoguang Liu, 2022. "The Influence of Message Framing on Residents’ Waste Separation Willingness—The Mediating Role of Moral Identity," IJERPH, MDPI, vol. 19(10), pages 1-18, May.
    3. Hao Dong & Yang Zhang & Tianqing Chen, 2023. "A Study on Farmers’ Participation in Environmental Protection in the Context of Rural Revitalization: The Moderating Role of Policy Environment," IJERPH, MDPI, vol. 20(3), pages 1-13, January.
    4. Fengwan Zhang & Wenfeng Zhou & Jia He & Chen Qing & Dingde Xu, 2023. "Effects of Land Transfer on Farmer Households’ Straw Resource Utilization in Rural Western China," Land, MDPI, vol. 12(2), pages 1-13, January.
    5. Lin Meng & Wentao Si, 2022. "Pro-Environmental Behavior: Examining the Role of Ecological Value Cognition, Environmental Attitude, and Place Attachment among Rural Farmers in China," IJERPH, MDPI, vol. 19(24), pages 1-24, December.
    6. Xiaohuan Wang & Yifei Ma & Hua Li & Caixia Xue, 2022. "The Effect of Non-Cognitive Ability on Farmer’s Ecological Protection of Farmland: Evidence from Major Tea Producing Areas in China," IJERPH, MDPI, vol. 19(13), pages 1-15, June.

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