环境规制、声誉诉求与亲环境行为绩效的研究

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Abstract Pollution prevention and rational utilization of livestock farming waste is not only an important part of promoting sustainable development of farming and realizing rural civilization, but also an important measure to achieve the synergistic effect of pollution and carbon reduction. In this article, Tobit model was used to analyze the influence of environmental regulations and reputation claims on the pro-environmental behavioral performance of meat duck farmers from the perspective of economics on account of the survey data of meat duck farmers. Then, based on the analysis of the differences between groups of farmers' behavioral performance, the article further explored the non-linear relationship between environmental regulations and reputation claims on farmers' behavioral performance and the path of indirect influence of farmers' behaviors on farmers' behavioral performance. The results as follows:environmental regulations and reputation claims significantly affected farmers' behavioral performance of manure resource treatment. Among all environmental regulations, guidance-type regulations play the strongest role. Among eputation claims, farmers' reputation claims on personal social relationships can better promote farmers' behavioral performance; The effects of environmental regulations and reputation claims on farmers' behavioral performance were different in age and education level. When household income reaches a certain level, the effects of environmental regulations and reputation claims on farmers' behavioral performance were more significant; Environmental regulations and reputation claims directly affect farmers' behavioral performance through interactive effects while indirectly affecting it through influencing farmers' behavior. In order to promote the implementation of rural revitalization, appropriate environmental regulation policies should be formulated on the basis of the heterogeneity of target groups. In addition, in the process of enhancing the effective implementation of policies, technical training on farming pollution control and the reputation effect should be strengthened to enhance farmers' knowledge and promote the implementation of manure resource treatment by farmers, so as to optimize the resource allocation of meat duck farming and realize the sustainable development of meat duck industry.

Key words： environmental regulations reputation appeal pro-environmental behavior behavioral performance

Received: 02 August 2022

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X713

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	ZHAO Jia-jia
	LIU Ling-zhi

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ZHAO Jia-jia,LIU Ling-zhi. Research on environmental regulation, reputation appeal and performance of pro-environment behavior[J]. CHINA ENVIRONMENTAL SCIENCECE, 2023, 43(3): 1473-1488.

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http://www.zghjkx.com.cn/EN/ OR http://www.zghjkx.com.cn/EN/Y2023/V43/I3/1473

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