农户生物农药施用为何“说一套，做一套”？
Why Farmers “Say One Thing and Do Another” in Application of Biological Pesticide

意愿是行为的拙劣“预言家”，探析二者悖离的原因对促进农户生物农药施用意愿向行为的转化至关重要。运用深度访谈法，研究了农户生物农药施用意愿与行为冲突的原因及影响因素。结果发现：第一，农业生产中，农户生物农药施用意愿与行为存在明显的冲突，63.06%的农户“说一套，做一套”；第二，生物农药施用意愿与行为的悖离，不仅由农户自身的个人因素决定，而且还受不由农户控制的现实情境因素影响；第三，影响农户生物农药施用的个人因素、现实情境因素分别为自我行为效能、生产目的、施用习惯、质疑心理与认知不足和销售环境、社会风气、经济因素与即时情景。最后，提出公共部门及农药经销企业应加大生物农药研发投入，降低生产成本，重视示范基地和零售终端建设，增强生物农药防治农作物病虫害效果和环境优势的可视性等建议。
Willingness is a bad “prophet” of behavior,and it is very important to improve the willingness and behavior of farmers to apply biological pesticide.This paper uses depth survey method to study the reasons and influencing factors of conflict of farmers’ willingness and behavior for the biological pesticide application.The result shows that first,in the agricultural production,there is a clear conflict for farmers’ willingness and behavior of the biological pesticide application,63.06% of farmers say one thing but do another.Second,the conflict between the willingness and behavior of biological pesticides is not only determined by the individual characteristics of farmers themselves,but also affected by the realistic situation factors that are not controlled by the farmers.Third,individual factors and realistic situation factors that affect the biological pesticide application of farmers include self-efficacy,production purpose,application habits,questioning psychology,cognitive deficiencies,sales environment,social atmosphere,economic factors and immediate scene.This paper finally proposes several suggestions: the public sectors and pesticide enterprises should increase investment in research and development of biological pesticide,reduce the production cost,attach importance to the construction of retail terminals and enhance the visibility of effects and environmental advantages of biological pesticide in prevention and cure of crop diseases and insect pests.