Assessing Influence Mechanism of Green Utilization of Agricultural Wastes in Five Provinces of China through Farmers’ Motivation-Cognition-Behavior

Abstract

Using the theory of motivation, and the theory of planned behavior, this study establishes the “motivation-cognition-behavior” model of green utilization of agricultural waste from the perspective of farmers. In the motivational dimension, eight motivational factors were determined in three sub-dimensions of extrinsic motivation. In the cognitive dimension, three sub-dimensions of subjective norms, behavioral attitude, and perceived behavioral control are also determined. In the behavioral dimension, two sub-dimensions of utilization intention and utilization behavior are specified. Methodologically, a questionnaire on the green utilization of agricultural waste of 704 peasant households in five provinces of Jiangsu, Anhui, Shaanxi, Gansu, and Sichuan was administered. With the help of the structural equation model, the influence path and the internal mechanism was then analyzed. It is shown that: (1) in relation to the “motivational dimension → cognitive dimension,” extrinsic motivation significantly promotes the cultivation of farmers’ subjective norms, in which positive broken windows theory has a positive effect. In contrast, negative broken windows theory has a negative one. In intrinsic motivation, the behavior attitude of farmers is negative. In the response analysis, farmers can realize that their ability, self-efficacy, response efficacy, and response cost all have a positive impact on farmers’ perceived behavioral control. (2) In relation of the “cognitive dimension → behavioral dimension,” behavioral attitude slightly hinders utilization intention, while subjective norms and perceived behavioral control all contribute to a stronger utilization intention; the utilization intention maintains a positive correlation with the utilization behavior.

A Study on the Factors Influencing Users’ Online Knowledge Paying-Behavior Based on the UTAUT Model

“…The early scales of this theory were used to delineate and address dimensions such as customer expectations and expected value. In the extension of the theory of planned behavior, perceptual characteristics are associated with the willingness of the actor, i.e., perceptual characteristics are endogenously motivated to influence the subject's willingness to engage in activities, and there is a significant influence path between the two [42].…”

Exploring the Influencing Paths of Villagers’ Participation in the Creation of Micro-Landscapes: An Integrative Model of Theory of Planned Behavior and Norm Activation Theory

“…Studies have shown that SE can promote the action of recycling at an individual level by influencing environmental behavior ( Bandura, 1977 , 1982 ; Ajzen, 2002 ). When faced with problems, individuals with greater SE tend to demonstrate positive aspects, thus promoting the development of the event toward success ( Tsiligianni et al, 2020 ; Yu et al, 2020 ). Therefore, in the construction of rural landscapes, villagers with stronger SE are often more willing to participate.…”

Gap between Willingness and Behaviors: Understanding the Consistency of Farmers’ Green Production in Hainan, China

“…Green production cognition mainly includes environmental pollution cognition, economic development cognition, government policy understanding, and ecological knowledge. Studies have shown that farmers’ behavior is often determined by their cognitive ability [ 55 , 56 , 57 ]. The stronger the farmers’ green production cognitions, the higher the probability of converting green production intentions into actual behaviors.…”