ORIGINAL RESEARCH
Influencing Factors of Environmental Behaviors
of Leisure Agriculture Operators
- Based on Integrating Theory of Planned Behavior
and Norm Activation Model
More details
Hide details
1
Business College, Hunan University of Humanity, Science and Technology, Loudi 417000, China
2
Energy and Mechanical Electrical Engineering college, Hunan University of Humanity, Science and Technology,
Loudi 417000, China
3
Business College, Hunan First Normal University, Changsha 410128, China
Submission date: 2023-05-17
Final revision date: 2023-06-18
Acceptance date: 2023-06-27
Online publication date: 2023-08-07
Publication date: 2023-10-25
Corresponding author
Faming Zhou
Business College, Hunan First Normal University, Changsha 410128, China
Pol. J. Environ. Stud. 2023;32(6):5411-5423
KEYWORDS
TOPICS
ABSTRACT
Exploring the factors influencing the environmental behavior willingness of leisure agriculture
operators is conducive to promoting the development of green transformation of agriculture
and achieving the goal of carbon peaking and carbon neutrality. This essay takes the integrated
model of planned behavior theory (TPB) and normative activation theory (NAM) as the theoretical
framework, and uses 347 survey data in Huzhou City, Zhejiang Province to explore the factors affecting
the environmental behavior intention of leisure agriculture operators through structural equation
model (SEM). The results show that: (1) The attitude of leisure agriculture business subjects
has the greatest effect on the willingness to behave environmentally, and the influence of responsibility
attribution and personal norms on the willingness of leisure agriculture business subjects to behave
environmentally is relatively small. (2) The behavior attitude, perceptual behavior control and personal
norms of leisure agriculture business subjects are the direct factors that determine their environmental
behavior willingness, and the subjective norms indirectly influence the environmental behavior
willingness of leisure agriculture business subjects through individual norms and responsibility
attribution. Based on the above conclusions and combined with the actual situation of the research,
the following countermeasures are proposed: pay attention to publicity and education, enhance
environmental awareness and cultivate positive attitudes; increase government support and promote environmental protection innovation; strengthen the awareness of results and stimulate the moral
responsibility of leisure agriculture operators to protect the environment.