Driving factors of farmers' green agricultural production behaviors in the multi-ethnic region in China based on NAM-TPB models

Agricultural non-point source pollution (ANPSP) has caused serious harm to farmland ecological environment, and has become an urgent environmental issue in China. This paper investigates the intention and actual implementation of farmers' green agricultural production behaviors (GAPBs) in Yunnan, China. The results show that 80% of farmers are willing to implement GAPBs for improving agricultural environment, but a large number of them have not implemented at present. In addition, this study integrates normative activation theory with theory of planned behavior to empirically analyze the driving factors of farmers' intention and behaviors. The results show that the direct positive impact of personal norms on behaviors is significant. Awareness of consequences and awareness of responsibility have indirect impacts on GAPBs through personal norms. Meanwhile, attitude has a significant impact on behavioral intention. Awareness of consequences, perceived behavioral control, and subjective norms have indirect effects on behavioral intention through attitude. Besides, there are significant differences in the farmers' GAPBs and the influencing factors between the Han and the ethnic minorities. This paper is helpful to increase farmers' GAPBs and provides reference for the management of ANPSP.