Study on Influencing Factors of Farmers' Willingness to Green Marine Aquaculture

Green marine aquaculture is an important measure to promote the sustainable development of mariculture industry, and whether farmers implement green marine aquaculture is the key to achieve the sustainable development of mariculture industry. Based on the theory of planned behavior (TPB) and theory of perceived value (TPV), and based on the micro-survey data of 210 marine aquaculture farmers in Qingdao, this paper constructs a structural equation model to explore the influencing factors of farmers' willingness to green marine aquaculture. The results show:(1) Farmers' behavior attitude, subjective norm, perceived behavior control, policy cognition and perceived benefits significantly enhance their willingness to engage in green marine aquaculture, while perceived risks significantly decrease their behavioral intention; (2) The direct effects of perceived benefits and perceived risks on farmers' willingness to participate in green marine aquaculture are greater than their indirect effects mediated by behavioral attitudes. In view of this, recommendations are proposed from various perspectives such as publicity, demonstration effects, risk management, and economic incentives, aiming to enhance farmers’ willingness and enthusiasm to participate in green marine aquaculture.