The impact of social norms on rice farmers' behavior of organic fertilizers application: Mediating effect of value perception and moderating effect of education level

Abstract

Existing research on farmers' behavior of organic fertilizers application usually focuses on individual and household characteristics without considering external social characteristics and potential psychological factors. This paper uses the logistic regression model, mediating effect and moderating effect test method to investigate the influence mechanism of social norms on rice farmers' behavior of organic fertilizers application. The empirical results show that firstly, social norms can effectively promote rice farmers to apply organic fertilizers. Secondly, the variables of value perception play a mediating role in the relationship between social norms and rice farmers' behavior of organic fertilizers application. Thirdly, education level plays a significant moderating role in the relationship between social norms and rice farmers' behavior of organic fertilizers application; the higher the education level of rice farmers, the stronger the positive impact of social norms on their behavior of organic fertilizers application. The results of this study provide an important scientific basis for encouraging rice farmers in developing countries and regions to apply organic fertilizer.