Grain for Green Project in farmers’ minds: perceptions, aspirations and behaviours in eco-fragile region, Xinjiang, China

Abstract

Purpose: This study aims to focus on the analysis of the internal mechanism of farmers’ ecological cognition and the behaviour of Grain for Green Project (GGP), and the further relationship between ecological cognition and ecological aspiration, proposing climate change strategies and management from the perspective of farmers. Design/methodology/approach: Theory of planned behaviour and social exchange theory were used to construct a theoretical framework and an ecological cognition under the influence of external factors, the aspiration and the behaviour of GGP, using ecological fragile areas in Bazhou and Changji, Xinjiang of 618 peasant households’ survey data. The structural equation model and Heckman two-step model were applied to analyse the relationship between ecological cognition and ecological aspiration of farmers, the impact of peasant households’ ecological cognition and aspiration to the behaviour of GGP and the influence factors of GGP behaviour. Findings: This research’s results show that the three characterizations of ecological cognitive variables, attitude towards the behaviour (AB), subjective norms (SN) and perceived behaviour control (PBC), have significant positive impact on farmers’ GGP ecological aspiration. The comprehensive impact path coefficients of ecological cognition are PBC (0.498) > SN (0.223) > AB (0.177). Also, income change is a moderating variable, which has a significant moderating effect on the influence of AB and SN on ecological aspiration. Further, farmers’ ecological cognition has an influence on the behaviour of GGP, and the change of farmers’ income has a significant positive effect on farmers’ choice of returning farmland to forests. Practical implications: The ecological protection policy suggestions and countermeasures can be drawn from the research conclusions, adapted to China’s ecologically fragile regions and even similar regions in the world to response the climate change. Originality/value: Combining the theory of planning behaviour and social exchange, this paper empirically analyses the path of farmers’ ecological cognition and ecological aspiration, as well as the influencing factors.