STUDY ON THE DEVIATION OF BEHAVIOR AND WILLINGNESS OF FARMERS'ADOPTION OF WATER-SAVING TECHNOLOGIES——FROM THE PERSPECTIVE OF BEHAVIORAL INTENTION AND TECHNOLOGY ENVIRONMENT
To promote the transformation from willingness to behavior of farmers'adoption of water-saving technologies can help improve the application level of water-saving technologies and achieve sustainable utilization of water resources.Based on the survey data of grain farmers in Hebei,Shandong,and Henan provinces,this study used oprobit-ISM model to analyze the influencing factors and logical hierarchical relationships of deviation of behavior and willingness of farmers'adoption of water-saving technologies from the perspective of behavioral intention and technology environment.The results were showed as follows.(1)Behavioral attitudes and subjective norms in behavioral intentions,agricultural technology promotion,policy subsidies,and joining farmers'water use associations in the technology environment had significant negative impacts on deviation of behavior and willingness of farmers'adoption of water-saving technologies.(2)Agricultural technology promotion strengthened the inhibitory effect of behavioral attitudes on the deviation of behavior and willingness of farmers'adoption of water-saving technologies,policy subsidies and joining farmers'water use associations played a positive regulatory effect in the impact of subjective norms on the deviation of behavior and willingness of farmers'adoption.(3)The logical hierarchical relationship indicated that behavioral attitudes and subjective norms were the direct driving factors that affected the deviation of behavior and willingness of farmers'adoption of water-saving technologies,agricultural technology promotion,policy subsidies,and joining farmers'water use associations were intermediate indirect factors,while risk preference and irrigation area were the underlying fundamental factors.Therefore,we conclude that the behavioral intention and technology environment are important influencing factors of deviation of behavior and willingness of farmers'adoption of water-saving technologies,so,this paper suggests that it should promote the transformation from willingness to behavior of farmers'adoption of water-saving technologies by enhancing the behavioral intention of farmers'adoption of water-saving technologies,strengthening support for water-saving technology policies,and fully leveraging the complementary effect of technology environment and behavioral intention.
water-saving technologydeviationbehavioral intentiontechnology environmentOprobit-ISM model
NETL
NSTL
万方数据
