农户对环境友好型技术的采纳意愿及异质性分析——以湖北省为例
Farmers' willingness to adopt environment friendly technologies and their heterogeneity: Taking Hubei Province as an example

为了解农户对环境友好型技术的采纳意愿，利用湖北省农村地区的调查数据，基于计划行为理论，运用有序logistic回归模型探究农户环境友好型技术采纳意愿的影响因素。结论表明：1）80.73%的农户愿意采纳环境友好型技术，技术收益预期是影响农户采纳意愿的关键因素。2）行为态度、主观规范及知觉行为控制均显著影响农户采纳意愿。具体而言，技术收益预期、邻里效应和技术学习容易程度对农户技术采纳意愿有显著正向影响。3）不同技术收益预期、邻里效应影响及技术学习容易程度限定下，农户技术采纳意愿的影响因素具有异质性：种植规模对高收益预期农户采纳意愿影响更强；受乡邻行为影响越大的农户对技术学习容易度要求越高；对认为技术学习较难的农户而言，农技部门提供技术帮助是影响其采纳意愿的重要因素。政府应加大技术培训和推广力度，制定差异化的技术采纳鼓励政策，切实推进环境友好型技术的推广和实施。
The adoption of environment friendly technology is of great significance to the sustainable development of agriculture in China.In order to understand the farmers' willingness to adopt environment friendly technology, an ordered logistic model was introduced to analysis farmers' willingness to adopt environment friendly technology based on the survey data in rural areas of Hubei Province and the theory of planned behavior.This study revealed that:1) About 80.73% of farmers expressed their willingness to adopt environment friendly technology and technology income expectation was the key factor on farmers' adoption willingness.2) The attitude, subjective norm and perceived behavioral control had a significant influence on farmers' adoption intention, and technology income expectation, neighborhood effects and degree of difficulty in technical learning had a positive impact on the farmers' adopt willingness in particular.3) Based on the above different qualification, the factors influencing farmers' adoption intention were heterogeneous:Planting scale had a stronger influence on farmers with high expected income to adopt environment friendly technology;The degree of difficulty in technical learning had a greater influence on farmers affected more by neighbors;For farmers who thought technology learning was difficult, the technical assistance from agricultural extension department providing was an important factor.In conclusion, the government should expand technology training and popularization, make differentiated encouraging policies for technology adoption and promote the promotion and implementation of environmentally friendly technology.