社会认同、环境认知与农户绿色生产行为

基于江西省微观农户调查数据，用有序Probit模型考察社会认同对农户绿色生产行为采纳的影响，检验环境认知在二者间的中介效应及异质性分析。结果表明，社会认同对农户绿色生产行为采纳程度有显著正向影响；环境认知在社会认同对农户绿色生产行为采纳程度具有部分中介效应；异质性分析发现，环境认知对老年组和男性农户具有显著影响，而对非老年组和女性农户未起到显著影响。社会认同对老年组农户更具有显著影响。据此提出培育农户环境认知、激发农户主体意识、加强政策引导宣传等建议。

Social Identity, Environmental Cognition, and Green Production Behavior of Farmers

Based on the survey data of micro farmers in Jiangxi Province, the ordered probit model to examine the impact of social identity on farmers'' adoption of green production behavior was used, and the mesmeric effect and heterogeneity analysis of environmental cognition between the two was tested. The results show that: social identity has a significant positive impact on the adoption of green production behavior by farmers; environmental cognition has a partial mesmeric effect on the degree of adoption of farmers'' green production behavior by social identity;heterogeneity analysis finds that environmental cognition has a significant impact on the elderly group and male farmers, while it do not have a significant impact on the non elderly group and female farmers. Social identity has a more significant impact on the elderly group of farmers. Based on this, suggestions are put forward to cultivate farmers'' environmental awareness, stimulate farmers'' subjective awareness, and strengthen policy guidance and publicity.