The environmental behavior of farmers plays an important role in exploring the causes of non-point source pollution and taking scientific control and management measures. Based on the theory of planned behavior (TPB), the present study investigated the environmental behavior of farmers in the Water Source Area of the Middle Route of the South-to-North Water Diversion Project in China. Results showed that TPB could explain farmers' environmental behavior (SMC=0.26) and intention (SMC=0.36) well. Furthermore, the farmers' attitude towards behavior (AB), subjective norm (SN), and perceived behavioral control (PBC) positively and significantly influenced their environmental intention; their environmental intention further impacted their behavior. SN was proved to be the main key factor indirectly influencing the farmers' environmental behavior, while PBC had no significant and direct effect. Moreover, environmental knowledge following as a moderator, gender and age was used as control variables to conduct the environmental knowledge on TPB construct moderated mediation analysis. It demonstrated that gender had a significant controlling effect on environmental behavior; that is, males engage in more environmentally friendly behaviors. However, age showed a significant negative controlling effect on pro-environmental intention and an opposite effect on pro-environmental behavior. In addition, environmental knowledge could negatively moderate the relationship between PBC and environmental intention. PBC had a greater impact on the environmental intention of farmers with poor environmental knowledge, compared to those with plenty environmental knowledge. Altogether, the present study could provide a theoretical basis for non-point source pollution control and management.
Keywords: Environmental knowledge; Farmers' environmental behavior; Non-point source pollution; Theory of planned behavior.
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