Determinants of Farmers’ Intention of Straw Recycling: A Comparison Analysis Based on Different Pro-Environmental Publicity Modes

Promoting the intention of farmers to participate in straw recycling is an effective way to alleviate the contradiction between environmental pollution, scarcity of environmental resources, and sustainable development. In this study, social trust and value perception were integrated into the theory of planned behavior to build a theoretical framework of farmers’ intention to participate in straw recycling, considering the influences of three different pro-environmental publicity modes. A field investigation was used to collect research data in six sample villages. Finally, 761 valid questionnaires were collected, and partial least squares structural equation modeling was applied to test the research hypotheses. The results showed that the influence of attitudes, subjective norms, perceived behavior control, value perception, and social trust on farmers’ straw recycling intentions was different among different pro-environmental publicity modes. Among the three pro-environmental publicity modes, the concentrated pro-environmental publicity mode has the best effect of promoting straw recycling intentions among farmers. This study introduces some targeted suggestions on the aspects of pro-environmental publicity theory and management practice based on the above research results.