基于S-R和S-O-R理论剖析了参照群体、感知价值对养殖户环保投资行为影响的理论机理，并采用吉林省573户养殖户的调研数据运用结构方程进行了实证检验。结果表明：参照群体、感知价值对养殖户环保投资行为具有显著促进作用，同时感知价值在参照群体对养殖户环保投资的影响中具有中介作用。在影响效应方面，参照群体的信息性影响总效应最大；感知价值的直接影响效应最大。多群组结构方程估计结果显示，高学历户主养殖户的环保投资行为更易受到参照群体的信息性影响和感知价值的影响；而低学历户主养殖户的环保投资行为则更易受到参照群体的规范性影响。养殖收入占家庭总收入比重超过50%的养殖户的环保投资行为更易受到参照群体的信息性影响、规范性影响和感知价值的影响。

Based on the theory of S-R and S-O-R, the theoretical mechanism of the impact of the reference group and the perceived value on farmers’ environmental protection investment behavior has been analyzed and an empirical test has been conducted by using the survey data of 573 farmers in Jilin Province and structural equation model. The results show that the reference group and the perceived value have a significant impact in promoting farmers’ environmental protection investment, and the perceived value has a mediating effect in the influence of the reference group on farmers’ environmental protection investment. In terms of influential effect, the biggest overall impact comes from the informativeness of the reference group while the largest direct effect is from the perceived value. Multi-group structural equation estimation results show that the environmental investment behavior of highly-educated farmers is more likely to be influenced by the informativeness and the perceived value of the reference group while the environmental investment behavior of under-educated farmers is more likely to be influenced by the normativeness of the reference group. The environmental protection investment of farmers whose breeding income accounts for more than 50% of the total household income is more susceptible to the informativeness, normativeness and perceived value of the reference group.

F205

国家社会科学基金项目(20BJY041)