Mechanism Analysis of the Influence of Environmental Values on Low-Carbon Production Behavior of Family Farms: TPB-VBN Integration Model

Exploring the internal logic of low-carbon production behavior of family farms, as a consensual subject to promote the low-carbon transformation of agriculture, is of great significance to the high-quality development of agriculture. Based on the survey data of 472 family farms in Jiangsu Province, the mechanism of environmental values on low-carbon production behavior of family farms was explored using structural equation modelling based on the Theory of Planned Behaviour (TPB) and the Values-Beliefs-Norms (VBN) theory. The results show that:①Environmental values have no direct significant effect on the low-carbon production behavior of family farms, while the former has a complete mediating effect on the latter.②The relationship between environmental values and the low-carbon production behavior of family farms is affected by several mediating variables, such as the environmental identity, individual norm, subjective norm, and so on.③The TPB-VBN integration model mechanism can effectively reveal the role of environmental values on the low-carbon production behavior of family farms. ④The mechanism of environmental values on low-carbon production behavior of family farms varies according to the goal orientation of the farms, and environmental identity, perceived behavioral control and environmental values play major roles in family farms oriented to reputation building, economic benefits and sustainable development, respectively.