农户化肥减量施用意向影响因素及其效应分解基于VBNTPB的实证分析

农户化肥减量施用意向影响因素及其效应分解基于VBNTPB的实证分析一、本文概述Overviewofthisarticle本文旨在深入探究农户化肥减量施用意向的影响因素及其效应分解，基于价值-信念-规范-理论（Value-Belief-NormTheory,VBNTPB）进行实证分析。化肥作为现代农业的重要投入品，对于提高农作物产量具有显著作用，然而，其过量使用也带来了严重的环境问题，如土壤污染、水源污染等。因此，研究农户化肥减量施用意向及其影响因素，对于推动农业绿色发展和生态文明建设具有重要意义。Thisarticleaimstoexploretheinfluencingfactorsandeffectdecompositionoffarmers'intentiontoreducetheuseofchemicalfertilizers,andconductempiricalanalysisbasedonValueBeliefNormTheory(VBNTPB).Fertilizer,asanimportantinputinmodernagriculture,playsasignificantroleinincreasingcropyield.However,itsexcessiveusehasalsobroughtseriousenvironmentalproblems,suchassoilpollutionandwatersourcepollution.Therefore,studyingtheintentionoffarmerstoreducetheuseofchemicalfertilizersanditsinfluencingfactorsisofgreatsignificanceforpromotinggreenagriculturaldevelopmentandecologicalcivilizationconstruction.本文首先梳理了国内外关于化肥减量施用意向的研究现状，发现尽管已有研究取得了一定成果，但仍存在诸多不足，如对农户个体特征、社会经济环境等因素的考虑不够全面，对化肥减量施用意向的形成机制和影响因素的深入分析不够等。因此，本文试图在已有研究的基础上，引入价值-信念-规范-理论，构建一个更为全面的分析框架。Thisarticlefirstreviewsthecurrentresearchstatusontheintentionofreducingfertilizerapplicationbothdomesticallyandinternationally.Itisfoundthatalthoughsomeresearchhasachievedcertainresults,therearestillmanyshortcomings,suchasinsufficientconsiderationofindividualcharacteristicsoffarmers,socio-economicenvironment,andin-depthanalysisoftheformationmechanismandinfluencingfactorsoftheintentionofreducingfertilizerapplication.Therefore,thisarticleattemptstointroducevaluebeliefnormtheorybasedonexistingresearchandconstructamorecomprehensiveanalyticalframework.在理论框架构建方面，本文将从价值、信念、规范三个层面出发，深入分析化肥减量施用意向的影响因素及其作用机制。价值层面主要关注农户对化肥减量施用的认知价值，包括环境意识、健康意识等；信念层面则重点分析农户对化肥减量施用效果的信念，包括技术可行性、经济可行性等；规范层面则强调社会规范对农户化肥减量施用意向的影响，包括政府政策、社会舆论等。Intermsoftheoreticalframeworkconstruction,thisarticlewillanalyzeindepththeinfluencingfactorsandmechanismsoftheintentiontoreducefertilizerapplicationfromthreelevels:value,belief,andnorm.Thevalueaspectmainlyfocusesonthecognitivevalueoffarmersinreducingtheuseofchemicalfertilizers,includingenvironmentalawareness,healthawareness,etc;Onthebelieflevel,thefocusisonanalyzingthebeliefsoffarmersabouttheeffectivenessofreducingfertilizerapplication,includingtechnicalfeasibility,economicfeasibility,etc;Atthenormativelevel,emphasisisplacedontheimpactofsocialnormsontheintentionoffarmerstoreducetheuseofchemicalfertilizers,includinggovernmentpoliciesandpublicopinion.在实证分析方面，本文将采用问卷调查等方法收集数据，运用结构方程模型等统计方法对数据进行分析，以揭示化肥减量施用意向的影响因素及其效应分解。本文还将结合具体案例，对理论分析结果进行验证和补充。Intermsofempiricalanalysis,thisarticlewillusemethodssuchasquestionnairesurveystocollectdata,andusestatisticalmethodssuchasstructuralequationmodelingtoanalyzethedata,inordertorevealtheinfluencingfactorsandeffectdecompositionoftheintentiontoreducefertilizerapplication.Thisarticlewillalsocombinespecificcasestoverifyandsupplementthetheoreticalanalysisresults.通过本文的研究，我们期望能够更深入地理解农户化肥减量施用意向的影响因素及其作用机制，为制定更为有效的农业绿色发展政策提供理论支持和实践指导。本文也期望能够为相关领域的研究提供新的视角和方法，推动学术研究的深入发展。Throughtheresearchinthisarticle,wehopetogainadeeperunderstandingoftheinfluencingfactorsandmechanismsoffarmers'intentiontoreducetheuseofchemicalfertilizers,andprovidetheoreticalsupportandpracticalguidanceforformulatingmoreeffectiveagriculturalgreendevelopmentpolicies.Thisarticlealsohopestoprovidenewperspectivesandmethodsforresearchinrelatedfields,andpromotethein-depthdevelopmentofacademicresearch.二、文献综述Literaturereview化肥作为现代农业的重要投入品，在提高农产品产量、改善土壤质量等方面发挥着关键作用。然而，过量使用化肥不仅会增加农业生产成本，而且可能引发土壤污染、水源污染等环境问题。因此，农户化肥减量施用成为当前农业可持续发展的重要议题。为了深入理解农户化肥减量施用意向的影响因素及其效应，本文基于价值-信念-规范理论（VBNTPB）进行实证分析。Fertilizer,asanimportantinputinmodernagriculture,playsacrucialroleinincreasingagriculturalproductyieldandimprovingsoilquality.However,excessiveuseoffertilizersnotonlyincreasesagriculturalproductioncosts,butmayalsoleadtoenvironmentalproblemssuchassoilpollutionandwatersourcepollution.Therefore,reducingtheuseofchemicalfertilizersbyfarmershasbecomeanimportantissueforsustainableagriculturaldevelopment.Inordertogainadeeperunderstandingoftheinfluencingfactorsandeffectsoffarmers'intentiontoreducetheuseofchemicalfertilizers,thisarticleconductsempiricalanalysisbasedontheValueBeliefNormTheory(VBNTPB).国内外学者对于农户化肥施用行为及其影响因素进行了广泛研究。早期研究主要集中在化肥施用对作物产量和土壤质量的影响上，随着研究的深入，学者们开始关注农户化肥施用决策的影响因素。其中，经济因素如化肥价格、农产品价格等被认为是影响农户化肥施用决策的重要因素。社会心理因素如农户环保意识、社会规范等也被证实对农户化肥施用行为具有显著影响。Domesticandforeignscholarshaveconductedextensiveresearchonthebehaviorandinfluencingfactorsoffertilizerapplicationbyfarmers.Earlyresearchmainlyfocusedontheimpactoffertilizerapplicationoncropyieldandsoilquality.Withthedeepeningofresearch,scholarsbegantopayattentiontotheinfluencingfactorsoffertilizerapplicationdecisionsbyfarmers.Amongthem,economicfactorssuchasfertilizerpricesandagriculturalproductpricesareconsideredimportantfactorsthataffectfarmers'decisionsonfertilizerapplication.Socialpsychologicalfactorssuchasenvironmentalawarenessandsocialnormsamongfarmershavealsobeenproventohaveasignificantimpactontheirfertilizerapplicationbehavior.近年来，价值-信念-规范理论（VBNTPB）在环境行为研究中得到了广泛应用。该理论认为，个体的环境行为受到其内在价值观、环境信念和社会规范的共同影响。在农业领域，VBNTPB理论也被用于解释农户化肥施用行为。例如，一些研究发现，农户对化肥减量施用的价值认知、信念和社会规范认知与其化肥施用行为之间存在显著关系。Inrecentyears,theValueBeliefNormTheory(VBNTPB)hasbeenwidelyappliedinenvironmentalbehaviorresearch.Thistheorysuggeststhatanindividual'senvironmentalbehaviorisinfluencedbytheirinternalvalues,environmentalbeliefs,andsocialnorms.Inthefieldofagriculture,theVBNTPBtheoryisalsousedtoexplainthefertilizerapplicationbehavioroffarmers.Forexample,somestudieshavefoundasignificantrelationshipbetweenthevalueperception,beliefs,andsocialnormsofreducedfertilizerapplicationamongfarmersandtheirfertilizerapplicationbehavior.然而，现有研究仍存在一些不足。对于农户化肥减量施用意向影响因素的研究仍不够全面，缺乏系统的理论框架。研究方法上多采用定性分析或简单的定量分析，缺乏深入的实证分析。因此，本文基于VBNTPB理论，通过实证分析的方法，旨在全面探讨农户化肥减量施用意向的影响因素及其效应分解，为制定有效的农业环境政策提供理论支持和实践指导。However,therearestillsomeshortcomingsinexistingresearch.Theresearchontheinfluencingfactorsoffarmers'intentiontoreducefertilizerapplicationisstillnotcomprehensiveenoughandlacksasystematictheoreticalframework.Researchmethodsoftenusequalitativeorsimplequantitativeanalysis,lackingin-depthempiricalanalysis.Therefore,basedontheVBNTPBtheory,thisarticleaimstocomprehensivelyexploretheinfluencingfactorsandeffectdecompositionoffarmers'intentiontoreducetheuseofchemicalfertilizersthroughempiricalanalysis,providingtheoreticalsupportandpracticalguidanceforformulatingeffectiveagriculturalenvironmentalpolicies.本文在文献综述的基础上，明确了研究问题和方法，旨在为深入理解农户化肥减量施用意向影响因素及其效应分解提供新的视角和思路。本文也期望通过实证分析为相关政策制定提供科学依据，推动农业可持续发展。Onthebasisofliteraturereview,thisarticleclarifiestheresearchquestionsandmethods,aimingtoprovideanewperspectiveandapproachforadeeperunderstandingofthefactorsinfluencingtheintentionoffarmerstoreducetheuseofchemicalfertilizersandtheireffectdecomposition.Thisarticlealsohopestoprovidescientificbasisforrelevantpolicyformulationthroughempiricalanalysisandpromotesustainableagriculturaldevelopment.三、理论框架与研究假设Theoreticalframeworkandresearchhypotheses在探究农户化肥减量施用意向的影响因素及其效应分解的过程中，我们基于价值-信念-规范-理论-感知行为（VBNTPB）模型构建了一个理论框架。VBNTPB模型是一个综合性的理论框架，它整合了心理学、社会学和经济学等多个学科的理论，用于解释和预测个体的行为决策过程。该模型强调了价值观、信念、规范、理论和感知行为在决策过程中的重要作用。Intheprocessofexploringtheinfluencingfactorsandeffectdecompositionoffarmers'intentiontoreducefertilizerapplication,weconstructedatheoreticalframeworkbasedontheValueBeliefNormTheoryPerceivedBehavior(VBNTPB)model.TheVBNTPBmodelisacomprehensivetheoreticalframeworkthatintegratestheoriesfrommultipledisciplinessuchaspsychology,sociology,andeconomicstoexplainandpredictindividualdecision-makingprocesses.Thismodelemphasizestheimportantroleofvalues,beliefs,norms,theories,andperceivedbehaviorsinthedecision-makingprocess.价值观是个体对事物重要性的评价，它影响着个体的行为选择和决策。在化肥减量施用方面，农户的价值观可能包括对环境保护的重视程度、对农业可持续发展的认识等。这些价值观将直接影响农户对化肥减量施用的态度和意向。Valuesareanindividual'sevaluationoftheimportanceofthings,whichaffectstheirbehavioralchoicesanddecision-making.Intermsofreducingtheapplicationofchemicalfertilizers,thevaluesoffarmersmayincludethedegreeofimportancetheyattachtoenvironmentalprotectionandtheirunderstandingofsustainableagriculturaldevelopment.Thesevalueswilldirectlyaffecttheattitudeandintentionoffarmerstowardsreducingtheuseofchemicalfertilizers.信念是个体对特定行为结果的主观预期。在化肥减量施用方面，农户的信念可能包括对化肥减量施用效果的认知、对化肥使用风险的感知等。这些信念将影响农户对化肥减量施用的信心和期望。Beliefisanindividual'ssubjectiveexpectationofaspecificbehavioraloutcome.Intermsofreducingtheuseofchemicalfertilizers,thebeliefsoffarmersmayincludetheirunderstandingoftheeffectivenessofreducingtheuseofchemicalfertilizersandtheirperceptionoftherisksassociatedwiththeiruse.Thesebeliefswillaffectfarmers'confidenceandexpectationsinreducingfertilizerapplication.再次，规范是个体在社会交往中形成的行为标准和行为准则。在化肥减量施用方面，农户可能受到来自政府、社会组织和邻里等方面的规范影响，这些规范将引导农户采取符合社会期望的行为。Again,normsarethebehavioralstandardsandguidelinesformedbyindividualsinsocialinteractions.Intermsofreducingfertilizerapplication,farmersmaybeinfluencedbyregulationsfromthegovernment,socialorganizations,andneighbors,whichwillguidethemtoadoptbehaviorsthatmeetsocialexpectations.理论是个体对事物本质和规律的认识和理解。在化肥减量施用方面，农户可能通过学习和实践积累相关知识和经验，形成对化肥减量施用效果的理性认识。这些理论知识将影响农户对化肥减量施用的决策和行动。Theoryisanindividual'sunderstandingandcomprehensionoftheessenceandlawsofthings.Intermsofreducingfertilizerapplication,farmersmayaccumulaterelevantknowledgeandexperiencethroughlearningandpractice,formingarationalunderstandingoftheeffectivenessofreducingfertilizerapplication.Thesetheoreticalknowledgewillinfluencefarmers'decisionsandactionsonreducingtheuseofchemicalfertilizers.感知行为是个体对自身行为能力和行为后果的感知。在化肥减量施用方面，农户的感知行为可能包括对化肥减量施用技术的掌握程度、对化肥减量施用可能带来的经济和环境效益的感知等。这些感知将影响农户对化肥减量施用的实际行动力。Perceivedbehaviorisanindividual'sperceptionoftheirownbehavioralabilitiesandconsequences.Intermsofreducingtheuseofchemicalfertilizers,theperceivedbehavioroffarmersmayincludetheirmasteryofthetechnologyforreducingtheuseofchemicalfertilizers,andtheirperceptionoftheeconomicandenvironmentalbenefitsthatreduceduseofchemicalfertilizersmaybring.Theseperceptionswillaffecttheactualactionoffarmerstoreducetheuseofchemicalfertilizers.假设1：农户的价值观对其化肥减量施用意向具有显著影响，环保意识强的农户更倾向于减少化肥施用。Assumption1:Thevaluesoffarmershaveasignificantimpactontheirintentiontoreducetheuseofchemicalfertilizers,andfarmerswithstrongenvironmentalawarenessaremoreinclinedtoreducetheuseofchemicalfertilizers.假设2：农户的信念对其化肥减量施用意向具有显著影响，对化肥减量施用效果持积极信念的农户更倾向于采取减量施用行为。Assumption2:Thebeliefsoffarmershaveasignificantimpactontheirintentiontoreducetheuseofchemicalfertilizers,andfarmerswhoholdapositivebeliefintheeffectivenessofreducingtheuseofchemicalfertilizersaremoreinclinedtoadoptreducedusebehavior.假设3：社会规范对农户化肥减量施用意向具有显著影响，受到政府和社会组织等规范引导的农户更可能采取化肥减量施用行为。Assumption3:Socialnormshaveasignificantimpactontheintentionoffarmerstoreducetheuseofchemicalfertilizers,andfarmersguidedbynormssuchasgovernmentandsocialorganizationsaremorelikelytoadoptthebehaviorofreducingtheuseofchemicalfertilizers.假设4：农户的理论知识对其化肥减量施用意向具有显著影响，掌握化肥减量施用相关知识的农户更可能采取减量施用行为。Assumption4:Thetheoreticalknowledgeoffarmershasasignificantimpactontheirintentiontoreducetheuseofchemicalfertilizers,andfarmerswhohaveknowledgeaboutreducingtheuseofchemicalfertilizersaremorelikelytoadoptreducingapplicationbehavior.假设5：农户的感知行为对其化肥减量施用意向具有显著影响，对化肥减量施用技术掌握程度高的农户更可能实际采取减量施用行为。Assumption5:Theperceivedbehavioroffarmershasasignificantimpactontheirintentiontoreducetheuseofchemicalfertilizers,andfarmerswithahighlevelofmasteryofchemicalfertilizerreductionapplicationtechnologyaremorelikelytoactuallyadoptreductionapplicationbehavior.为了验证这些假设，我们将采用实证分析方法，收集农户的化肥施用数据和相关影响因素信息，运用统计软件进行数据分析，以揭示各因素对农户化肥减量施用意向的影响程度和效应分解。这将为制定有效的化肥减量施用政策和措施提供科学依据。Toverifythesehypotheses,wewilluseempiricalanalysismethodstocollectfertilizerapplicationdataandrelatedinfluencingfactorinformationfromfarmers.Statisticalsoftwarewillbeusedfordataanalysistorevealthedegreeofinfluenceandeffectdecompositionofeachfactoronfarmers'intentiontoreducefertilizerapplication.Thiswillprovidescientificbasisforformulatingeffectivepoliciesandmeasuresforreducingtheuseofchemicalfertilizers.四、研究方法与数据来源Researchmethodsanddatasources本研究采用基于计划行为理论（TheoryofPlannedBehavior,TPB）的扩展模型——价值-信念-规范-感知行为控制理论（Value-Belief-Norm-PerceivedBehavioralControl,VBNTPB）作为理论框架，以分析农户化肥减量施用意向的影响因素及其效应分解。该模型在TPB的基础上，增加了价值观和规范的考量，更全面地解释了农户的决策过程。ThisstudyadoptstheValueBeliefNormPerceivedBehaviorControl(VBNTPB)theory,anextendedmodelbasedontheTheoryofPlannedBehavior(TPB),asthetheoreticalframeworktoanalyzetheinfluencingfactorsandeffectdecompositionoffarmers'intentiontoreducefertilizeruse.OnthebasisofTPB,thismodeladdsconsiderationsofvaluesandnorms,providingamorecomprehensiveexplanationofthedecision-makingprocessoffarmers.研究方法上，本研究采用定性与定量相结合的研究方法。通过文献回顾和半结构化访谈的方式，收集农户对化肥减量施用的认知、态度、价值观、规范以及感知行为控制等方面的信息。然后，基于这些信息，构建VBNTPB理论模型，并提出相应的研究假设。Intermsofresearchmethods,thisstudyadoptsacombinationofqualitativeandquantitativeresearchmethods.Throughliteraturereviewandsemi-structuredinterviews,collectinformationonfarmers'cognition,attitudes,values,norms,andperceivedbehavioralcontrolregardingreducedfertilizerapplication.Then,basedonthisinformation,constructaVBNTPBtheoreticalmodelandproposecorrespondingresearchhypotheses.在数据收集方面，本研究选择了位于我国不同农业生态区的多个代表性农户作为调查对象，采用问卷调查的方式收集数据。问卷设计依据VBNTPB理论模型，包含了农户的化肥施用情况、价值观、信念、规范、感知行为控制等多个方面的内容。Intermsofdatacollection,thisstudyselectedmultiplerepresentativefarmerslocatedindifferentagriculturalecologicalzonesinChinaassurveysubjectsandcollecteddatathroughquestionnairesurveys.ThequestionnairedesignisbasedontheVBNTPBtheoreticalmodel,whichincludesmultipleaspectssuchasthefertilizerapplicationsituation,values,beliefs,norms,andperceivedbehavioralcontroloffarmers.数据分析上，本研究采用结构方程模型（StructuralEquationModeling,SEM）进行实证分析。SEM能够同时处理多个因变量，并考虑变量间的相互作用，非常适合于本研究中对多个影响因素的综合分析。通过SEM分析，本研究将揭示各影响因素对农户化肥减量施用意向的直接和间接效应，并对模型进行验证和修正。Intermsofdataanalysis,thisstudyusedStructuralEquationModeling(SEM)forempiricalanalysis.SEMcansimultaneouslyhandlemultipledependentvariablesandconsidertheinteractionsbetweenvariables,makingitverysuitableforthecomprehensiveanalysisofmultipleinfluencingfactorsinthisstudy.ThroughSEManalysis,thisstudywillrevealthedirectandindirecteffectsofvariousinfluencingfactorsonfarmers'intentiontoreducefertilizerapplication,andvalidateandrevisethemodel.本研究的数据来源主要包括问卷调查结果和相关文献资料。问卷调查数据将用于实证分析，以验证和修正VBNTPB理论模型；文献资料则用于构建理论框架和研究假设的提出。通过综合运用定性与定量研究方法，本研究旨在全面深入地分析农户化肥减量施用意向的影响因素及其效应分解，为制定有效的农业环境政策提供科学依据。Thedatasourcesforthisstudymainlyincludequestionnairesurveyresultsandrelevantliteraturematerials.ThequestionnairesurveydatawillbeusedforempiricalanalysistoverifyandrevisetheVBNTPBtheoreticalmodel;Literaturematerialsareusedtoconstructtheoreticalframeworksandproposeresearchhypotheses.Throughthecomprehensiveapplicationofqualitativeandquantitativeresearchmethods,thisstudyaimstocomprehensivelyanddeeplyanalyzetheinfluencingfactorsandeffectdecompositionoffarmers'intentiontoreducetheuseofchemicalfertilizers,andprovidescientificbasisforformulatingeffectiveagriculturalenvironmentalpolicies.五、实证分析Empiricalanalysis为了深入探究农户化肥减量施用意向的影响因素及其效应分解，本文基于VBNTPB（ValueBeliefNormsTheoryofPlannedBehavior）框架进行了实证分析。通过问卷调查的方式，对多个地区的农户进行了广泛的样本调查，收集了大量的第一手数据。在数据处理和分析过程中，我们采用了描述性统计、因子分析和结构方程模型等多种统计方法，以确保研究结果的准确性和可靠性。Inordertodeeplyexploretheinfluencingfactorsandeffectdecompositionoffarmers'intentiontoreducefertilizerapplication,thispaperconductsempiricalanalysisbasedontheVBNTPB(ValueBeliefNormsTheoryofPlannedBehavior)framework.Throughaquestionnairesurvey,extensivesamplesurveyswereconductedonfarmersfrommultipleregions,andalargeamountoffirst-handdatawascollected.Intheprocessofdataprocessingandanalysis,weadoptedvariousstatisticalmethodssuchasdescriptivestatistics,factoranalysis,andstructuralequationmodelingtoensuretheaccuracyandreliabilityoftheresearchresults.在实证分析过程中，我们首先通过描述性统计对农户的化肥施用情况进行了初步分析，发现农户在化肥施用上存在较大的差异，减量施用的意愿程度也不尽相同。接着，我们运用因子分析对VBNTPB框架中的各个变量进行了降维处理，提取出了影响农户化肥减量施用意向的关键因素。这些因素包括农户对化肥减量的价值认知、行为信念、规范信念以及控制信念等。Intheempiricalanalysisprocess,wefirstconductedapreliminaryanalysisofthefertilizerapplicationsituationoffarmersthroughdescriptivestatistics,andfoundthattherearesignificantdifferencesinfertilizerapplicationamongfarmers,andthewillingnesstoreducetheamountofapplicationisalsonotthesame.Next,weusedfactoranalysistoreducethedimensionalityofvariousvariablesintheVBNTPBframeworkandextractedkeyfactorsthataffectfarmers'intentiontoreducefertilizerapplication.Thesefactorsincludethevalueperception,behavioralbeliefs,normativebeliefs,andcontrolbeliefsoffarmerstowardsfertilizerreduction.通过结构方程模型的分析，我们进一步探讨了这些因素之间的内在关联和影响路径。研究结果表明，价值认知对农户的化肥减量施用意向具有显著的正面影响，而行为信念和规范信念则通过影响农户的行为态度间接作用于其减量施用意向。控制信念对农户的化肥减量施用意向也具有一定的直接影响。这些发现为我们进一步理解农户化肥减量施用意向的影响因素及其效应分解提供了有力的证据。Throughtheanalysisofstructuralequationmodeling,wefurtherexploredtheinherentcorrelationsandinfluencingpathwaysamongthesefactors.Theresearchresultsindicatethatvaluecognitionhasasignificantpositiveimpactontheintentionoffarmerstoreducetheuseoffertilizers,whilebehavioralbeliefsandnormativebeliefsindirectlyaffecttheirintentiontoreducetheuseoffertilizersbyinfluencingtheirbehavioralattitudes.Controlbeliefsalsohaveadirectimpactontheintentionoffarmerstoreducetheuseofchemicalfertilizers.Thesefindingsprovidestrongevidenceforustofurtherunderstandtheinfluencingfactorsandeffectdecompositionoffarmers'intentiontoreducefertilizerapplication.在效应分解方面，我们通过对比不同因素对农户化肥减量施用意向的贡献程度，发现价值认知在影响农户减量施用意向方面起着最为重要的作用。我们也发现不同地区的农户在化肥减量施用意向影响因素上存在一定的差异，这可能与当地的农业生产环境、政策引导以及农户自身特征等因素有关。Intermsofeffectdecomposition,wefoundthatvaluecognitionplaysthemostimportantroleininfluencingfarmers'intentiontoreducetheuseofchemicalfertilizersbycomparingthecontributionofdifferentfactorstotheirintentiontodoso.Wealsofoundthattherearecertaindifferencesintheinfluencingfactorsoffertilizerreductionintentionamongfarmersindifferentregions,whichmayberelatedtolocalagriculturalproductionenvironment,policyguidance,andthecharacteristicsoffarmersthemselves.本文基于VBNTPB框架的实证分析结果显示，农户化肥减量施用意向受到多种因素的影响，其中价值认知是最为关键的因素之一。为了促进农户积极采取化肥减量施用行为，我们需要从提高农户对化肥减量的价值认知入手，同时加强行为信念和规范信念的引导，以及改善控制信念的相关条件。针对不同地区的农户特点，制定差异化的政策措施和宣传策略也是非常重要的。通过综合施策、多管齐下，我们有望推动农户化肥减量施用行为的广泛实施，为农业可持续发展和生态环境保护作出积极贡献。TheempiricalanalysisresultsbasedontheVBNTPBframeworkinthisarticleshowthattheintentionoffarmerstoreducefertilizerapplicationisinfluencedbyvariousfactors,amongwhichvaluecognitionisoneofthemostcriticalfactors.Inordertopromotefarmerstoactivelyadoptthebehaviorofreducingfertilizerapplication,weneedtostartwithimprovingtheirawarenessofthevalueoffertilizerreduction,whilestrengtheningtheguidanceofbehavioralandnormativebeliefs,aswellasimprovingtherelevantconditionsofcontrolbeliefs.Itisalsoveryimportanttodevelopdifferentiatedpolicymeasuresandpromotionalstrategiesbasedonthecharacteristicsoffarmersindifferentregions.Throughcomprehensivepolicyimplementationandmultiprongedapproach,weareexpectedtopromotethewidespreadimplementationofreducedfertilizerapplicationbyfarmers,makingpositivecontributionstosustainableagriculturaldevelopmentandecologicalenvironmentprotection.六、讨论与启示Discussionandinspiration本文基于VBNTPB模型，深入探讨了农户化肥减量施用意向的影响因素及其效应分解。通过实证分析，我们发现农户的个人特征、经济因素、社会心理因素以及外部环境因素均对化肥减量施用意向产生显著影响。这一发现为制定更加精准有效的化肥减量政策提供了理论支持和实践指导。ThisarticleisbasedontheVBNTPBmodelanddelvesintotheinfluencingfactorsandeffectdecompositionoffarmers'intentiontoreducefertilizerapplication.Throughempiricalanalysis,wefoundthatthepersonalcharacteristics,economicfactors,socialpsychologicalfactors,andexternalenvironmentalfactorsoffarmershaveasignificantimpactontheirintentiontoreducetheuseofchemicalfertilizers.Thisdiscoveryprovidestheoreticalsupportandpracticalguidanceforformulatingmorepreciseandeffectivefertilizerreductionpolicies.农户的个人特征如年龄、受教育程度等对化肥减量施用意向的影响不容忽视。年轻、受过良好教育的农户更倾向于采用环保农业技术，这表明提升农户的教育水平和培养新一代农民对于化肥减量具有积极意义。因此，政府应加大农业教育投入，提高农民的科学文化素质，推动化肥减量技术的普及和应用。Theimpactofpersonalcharacteristicsoffarmers,suchasageandeducationlevel,ontheintentiontoreducefertilizerapplicationcannotbeignored.Youngandwell-educatedfarmersaremoreinclinedtoadoptenvironmentallyfriendlyagriculturaltechnologies,indicatingthatimprovingtheeducationleveloffarmersandcultivatinganewgenerationoffarmershasapositiveimpactonreducingfertilizerproduction.Therefore,thegovernmentshouldincreaseinvestmentinagriculturaleducation,improvethescientificandculturalliteracyoffarmers,andpromotethepopularizationandapplicationoffertilizerreductiontechnology.经济因素如化肥价格、农产品价格等对农户化肥减量施用意向的影响显著。降低化肥价格、提高农产品价格有助于激发农户化肥减量的积极性。政府可以通过给予化肥减量技术补贴、农产品价格支持等措施，降低农户化肥减量成本，提高化肥减量收益，从而增强农户化肥减量的动力。Economicfactorssuchasfertilizerpricesandagriculturalproductpriceshaveasignificantimpactontheintentionoffarmerstoreducetheuseofchemicalfertilizers.Loweringfertilizerpricesandincreasingagriculturalproductpricescanhelpstimulatefarmers'enthusiasmforreducingfertilizerproduction.Thegovernmentcanreducethecostoffertilizerreductionforfarmers,increasethebenefitsoffertilizerreduction,andenhancethemotivationoffarmerstoreducefertilizerbyprovidingsubsidiesforfertilizerreductiontechnologyandpricesupportforagriculturalproducts.再次，社会心理因素如环保意识、从众心理等对农户化肥减量施用意向的影响也不容忽视。提高农户的环保意识，引导农户树立绿色农业发展观念，有助于推动化肥减量工作的深入开展。同时，政府应加强对化肥减量技术的宣传推广，提高农户对化肥减量技术的认知度和信任度，引导农户积极参与化肥减量行动。Onceagain,theinfluenceofsocialpsychologicalfactorssuchasenvironmentalawarenessandconformitypsychologyontheintentionoffarmerstoreducetheuseofchemicalfertilizerscannotbeignored.Improvingtheenvironmentalawarenessoffarmersandguidingthemtoestablishagreenagriculturaldevelopmentconceptcanhelppromotethedeepeningoffertilizerreductionwork.Atthesametime,thegovernmentshouldstrengthenthepublicityandpromotionoffertilizerreductiontechnology,improvetheawarenessandtrustoffarmersinfertilizerreductiontechnology,andguidefarmerstoactivelyparticipateinfertilizerreductionactions.外部环境因素如政府政策、农业科技服务等也对农户化肥减量施用意向产生重要影响。政府应制定科学合理的化肥减量政策，加强政策宣传和落实力度，确保政策真正惠及农户。加强农业科技服务体系建设，为农户提供化肥减量技术的培训和指导，帮助农户解决化肥减量过程中遇到的技术难题。Externalenvironmentalfactorssuchasgovernmentpoliciesandagriculturaltechnologyservicesalsohaveasignificantimpactontheintentionoffarmerstoreducetheuseofchemicalfertilizers.Thegovernmentshouldformulatescientificandreasonablefertilizerreductionpolicies,strengthenpolicypromotionandimplementationefforts,andensurethatthepoliciestrulybenefitfarmers.Strengthentheconstructionofagriculturaltechnologyservicesystem,providetrainingandguidanceonfertilizerreductiontechnologyforfarmers,andhelpthemsolvetechnicalproblemsencounteredintheprocessoffertilizerreduction.推动农户化肥减量施用需要综合考虑多种因素，包括个人特征、经济因素、社会心理因素以及外部环境因素等。政府应制定全面、系统的化肥减量政策，加强政策宣传、技术支持和资金投入，推动农户积极参与化肥减量行动，实现农业绿色可持续发展。农户也应提高自身科学文化素质，树立绿色农业发展观念，积极参与化肥减量工作，为农业生态环境保护和可持续发展贡献力量。Promotingthereductionoffertilizerapplicationbyfarmersrequirescomprehensiveconsiderationofvariousfactors,includingpersonalcharacteristics,economicfactors,socialpsychologicalfactors,andexternalenvironmentalfactors.Thegovernmentshouldformulatecomprehensiveandsystematicfertilizerreductionpolicies,strengthenpolicypromotion,technicalsupport,andfinancialinvestment,promoteactiveparticipationoffarmersinfertilizerreductionactions,andachievegreenandsustainabledevelopmentofagriculture.Farmersshouldalsoimprovetheirscientificandculturalliteracy,establishaconceptofgreenagriculturaldevelopment,activelyparticipateinfertilizerreductionwork,andcontributetotheprotectionofagriculturalecologicalenvironmentandsustainabledevelopment.七、结论Conclusion本研究基于价值-信念-规范-意图-行为（VBNTPB）理论框架，对农户化肥减量施用意向的影响因素及其效应进行了深入的实证分析。研究结果显示，农户的化肥减量施用意向受到多种因素的影响，这些因素可以归纳为价值认知、个人信念、社会规范以及行为意图四个层面。ThisstudyisbasedontheValueBeliefNormIntentBehavior(VBNTPB)theoreticalframeworkandconductsin-depthempiricalanalysisontheinfluencingfactorsandeffectsoffarmers'intentiontoreducefertilizeruse.Theresearchresultsshowthattheintentionoffarmerstoreducetheuseofchemicalfertilizersisinfluencedbyvariousfactors,whichcanbesummarizedintofourlevels:valuecognition,perso