Study on Formation Mechanism of Farmer Production Consumption Ecologization--Empirical Analysis Based on TPB Model.

Ecological transformation of production consumption is an effective channel of establishing ecological agriculture mechanism. In this paper, based on TPB (Theory of Planed Behavior), using factor analysis and regression analysis, empirical test on formation mechanism of farmer production consumption ecologization behavior transformation is conducted. Research results show that behavior attitude, subjective norm and control cognition of farmer production consumption ecologization have significantly positive influences on behavior response of farmer production consumption ecologization. Among them, power of behavior attitude is farmer's economic rationality and ecological rationality; power of subjective norm is system norm, government guidance and social pressure; power of control cognition is policy judgment and ability perception. Finally, for the analyzed conclusions, policy suggestions are proposed from many aspects, which could provide reference effect for guiding farmer production consumption ecologization and establishing rural eco-civilization. [ABSTRACT FROM AUTHOR]