Research on the Influence of Farmers' Modernity and Environmental Concern on Environmental Protection Behavior

This study examines how the attitudes of farmers concerning modernization drives pro-environmental behavior, using concern for the environment as a theoretical framework. Based on statistical analysis of 719 valid survey responses, the research shows that: ① The attitudes of farmers concerning modernization encompasse seven key dimensions: educational and career aspirations, civic participation, equality and respect, proactive attitudes, traditional media engagement, new media engagement, and instrumental rationality. ② All dimensions of their approaches to modernization significantly influence environmental concern. With the exception of proactive attitudes and traditional media engagement, all other dimensions significantly predict both private and public pro-environmental behaviors. Environmental concern itself strongly predicts both types of pro-environmental action. ③ Environmental concern serves as a mediating factor: It partially mediates the relationship among five dimensions of the farmers' attitudes concerning modernization (educational and career aspirations, civic participation, equality and respect, new media engagement, and instrumental rationality) and pro-environmental behaviors. For the remaining two dimensions (proactive attitudes and traditional media engagement), environmental concern acts as a complete mediator.