The Mechanism Behind the Influence of Social Capital on Farmers' Cognition of the Importance of Asian Elephant Conservation: Taking Pu'er City, Yunnan Province as an Example

Based on the social capital theory, this paper adopts factor analysis and ordered logistic regression to analyze the impact of farmers' social capital on their cognition of the importance of Asian elephant (Elephas maximus) protection, using the survey data of 365 micro farmers in Jiangcheng Hani and Yi Autonomous County, Ning'er Hani and Yi Autonomous County and Simao District of Pu'er City, Yunnan Province as the research sample. The results show that farmers' awareness of the importance of conservation still needs to be improved. Social networks and social participation can promote but social trust inhibits farmers' awareness of the importance of elephant conservation. Social capital is an important channel for information exchange and dissemination in rural areas. Based on these findings, policy suggestions are proposed to encourage farmers to establish and expand social networks, strengthen the publicity of elephant protection, and give full play to the role of rural grassroots network organizations.