The Pro-environment Behavior of Family Farms from the Perspective of Resource Endowment and Psychological Expectation: A Case Study of Zhoukou, Henan Province

Family farm is the carrier of large-scale management of rural land exploration, and strongly promotes rural economic development and agricultural modernization. Based on the analysis of the current situation of family farms in Zhoukou City, Henan Province, this paper conducts a survey from the perspective of resource endowment and psychological expectation, and uses the ordered Logit regression model to demonstrate the influencing factors of family farms’ pro-environment behavior. The results show that in terms of resource endowment, land production scale, education level of farmers and employee management concept have a significant positive impact. Industry exchanges and cooperation, farmers’ professional skills training, and agricultural management experience have a significant negative impact; In terms of psychological expectation, sales expectation, comparative benefit expectation and social environment expectation have a significant positive impact; Meanwhile, the political system also has a significant positive effect. It puts forward some targeted policy suggestions, such as optimizing the government subsidy structure, strengthening the supervision of pro-environment behavior, advocating moderate scale operation, improving the professional level of agricultural workers, and creating a good pro-environment atmosphere.