农民合作社视角下组织支持、个人规范对农户化肥农药减量增效技术采用行为的影响机制研究

农民合作社是小农户融入现代农业的理想载体，依托合作社推广新型绿色技术对规范农户化肥农药施用、推进农业绿色发展具有重要意义。本项目将组织支持和个人规范引入农户化肥农药减量增效技术采用行为的研究框架中，利用黄淮海地区三省小麦玉米种植户的调查数据资料，使用组织支持理论和规范激活理论，从组织支持的四个维度——生产支持、技术支持、制度支持和情感支持分析农民合作社对农户化肥农药减量增效技术的采用意愿、水平和效果的内在影响机制，探索在个人规范的中介与调节作用下，不同经营模式的合作社对农户化肥农药减量增效技术采用行为影响的差异性；分析各类技术采用行为之间的互补和替代效应；揭示激发农户化肥减量增效技术采用从意愿转化行为的外在动力与内在根源；从优化合作社组织支持方式、激发农户个体规范意识等视角提出促进农户新技术采用效率提升的对策建议，以期为中国化肥农药减量增效技术推广的制度创新提供实证依据和科学对策。

Farmers' cooperative is an ideal carrier for small farmers to integrate into modern agriculture. It is important to promote new green technology by means of cooperative to standardize the application of chemical fertilizer and pesticide reduction and efficiency increase technology extension and to promote the green development of agriculture. In this project, organizational support and personal norms are introduced into the research framework of farmers' adopting behavior of chemical fertilizer and pesticide reduction and efficiency increase technology. Using the theory of organizational support and normative activation, taking the investigation data of wheat and corn farmers in huang-huai-hai region, this paper analyzes the internal influence mechanism of farmers' cooperative on their willingness, level and effect of adopting chemical fertilizer and pesticide reduction and efficiency increase technology from four dimensions of organizational support——production support, technical support, institutional support and emotional support. Under the mediation and regulation of personal norms, the difference of cooperative in different modes of operation on the adoption behavior of chemical fertilizer and pesticide reduction and efficiency increase technology will be explored.This project analyzes the complementary and substitution effects of different kinds of technology adoption behavior, and reveals the external motivation and internal root of the conversion behavior from willingness to action. From the perspectives of optimizing the cooperative organization support mode and improving the individual norm, this paper puts forward some countermeasures and suggestions to improve the adoption degree and effect of new technologies by farmers, it is expected to provide empirical evidence and scientific countermeasures for the system innovation of chemical fertilizer and pesticide reduction and efficiency increase technology extension in China.