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How do we motivate farmers to adopt low-carbon production? Analysis of extrinsic incentives’ internalization
Journal of Environmental Psychology ( IF 7.649 ) Pub Date : 2024-02-12 , DOI: 10.1016/j.jenvp.2023.102186 Yaying Zhu , Juan Chen
Journal of Environmental Psychology ( IF 7.649 ) Pub Date : 2024-02-12 , DOI: 10.1016/j.jenvp.2023.102186 Yaying Zhu , Juan Chen
Agriculture, especially crop production, is expected to assume more carbon reduction and sequestration responsibility. Worldwide, various extrinsic incentives are provided to stimulate farmers to adopt low-carbon crop production. However, how these extrinsic incentives transform to influence farmers' intrinsic decision-making has yet to be scientifically clarified. This study draws on Self-Determination Theory and Planned Behavior Theory to establish a theoretical framework underlining farmers' internalization and behavioral responses to extrinsic incentives for low-carbon production. Specifically, extrinsic motivators include mandatory regulation (functioning as external regulation), non-mandatory stimulation (as introjected regulation), organizational participation (as identified regulation), market opportunity (as integrated regulation), and knowledge capability (as the intrinsic motivator). These extrinsic and intrinsic motivators are prominent antecedents of farmers' low-carbon-production attitudes, subjective norms, and perceptions of behavioral control. Attitudes, subjective norms, and perceived behavior control mutually and positively influence farmers' intentions and behaviors regarding low-carbon crop production. Researchers surveyed 860 rice growers in China and analyzed the data using a Structural Equation Model. Results confirm the theoretical model and further elucidate the multiple motivators' effect heterogeneity. Specifically, knowledge capability (the intrinsic motivator) has the greatest impact on the farmers' low-carbon production, followed by non-mandatory stimulation (introjected regulation) and then by market opportunity (integrated regulation), with governments' mandatory regulation (external regulation) has the least and organizational participation (identified regulation) has no significant impact on farmers' low-carbon production. This study offers a new theoretical perspective focusing on the internalization of extrinsic motivators for influencing farmers' sequential responses (including their attitudes, intentions, and behaviors) regarding low-carbon production. Guidelines for designing incentives for farmers’ low-carbon production are provided accordingly.
更新日期：2024-02-12
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