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中文摘要：
为禁止秸秆焚烧、污染环境的问题,公共部门出台了各种政策措施,试图杜绝农户的秸秆焚烧行为,但政策效果欠佳。为研究影响秸秆禁烧宣传有效性的机制,从解释水平理论出发,设计2（农户解释水平特征：高或低）×2（宣传指向：自己或公众）×2（宣传结构：收益或惩罚）的情境问卷,以江苏、安徽、河南3省6县521个小麦种植户为样本,研究影响秸秆禁烧宣传有效性的因素。结果发现,收益宣传结构对高解释水平农户秸秆禁烧行为有积极影响;惩罚宣传结构对低解释水平农户秸秆禁烧行为有积极影响;宣传策略凸显公众-惩罚时,对低解释水平农户参与秸秆禁烧行为影响更显著。
英文摘要：
To prevent the environment pollutionby the straw burning,the public sector has introduced various policies and measures to prohibit farmers＇ straw burning behavior,but the effect is not very well.Based on the construct level theory,the situational questionnaire are disigned,which is 2（farmers＇ explanationlevel：high or low）x 2（publicity orientation：themselves or others）x 2（propaganda structure：gain or punishment）.Researches on the factors that affect the effectiveness of straw burning prohibition are made.The sample is 521 wheat farmers from Jiangsu,Anhui,Henan provinces.The results showed thatthe structure of propaganda has positive effects on the high interpretation level for the farmers＇ straw burning behavior;When the publicity strategy is to highlight the other people-punishment,it is more significant for lower level farmers＇ participation in the straw burning prohibition.
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