Influencing Factors of Environmental Behaviors of Leisure Agriculture Operators - Based on Integrating Theory of Planned Behavior and Norm Activation Model

Exploring the factors influencing the environmental behavior willingness of leisure agriculture operators is conducive to promoting the development of green transformation of agriculture and achieving the goal of carbon peaking and carbon neutrality. This essay takes the integrated model of planned behavior theory (TPB) and normative activation theory (NAM) as the theoretical framework, and uses 347 survey data in Huzhou City, Zhejiang Province to explore the factors affecting the environmental behavior intention of leisure agriculture operators through structural equation model (SEM). The results show that: (1) The attitude of leisure agriculture business subjects has the greatest effect on the willingness to behave environmentally, and the influence of responsibility attribution and personal norms on the willingness of leisure agriculture business subjects to behave environmentally is relatively small. (2) The behavior attitude, perceptual behavior control and personal norms of leisure agriculture business subjects are the direct factors that determine their environmental behavior willingness, and the subjective norms indirectly influence the environmental behavior willingness of leisure agriculture business subjects through individual norms and responsibility attribution. Based on the above conclusions and combined with the actual situation of the research, the following countermeasures are proposed: pay attention to publicity and education, enhance environmental awareness and cultivate positive attitudes; increase government support and promote environmental protection innovation; strengthen the awareness of results and stimulate the moral responsibility of leisure agriculture operators to protect the environment.