Heterogeneity test.

As an important policy tool for rural ecological environment governance, it is crucial to clarify the mechanism through which government publicity and guidance affects farmers’ participation behavior, thereby enhancing the effectiveness of rural ecological governance. Based on survey data from rural households in Changji Prefecture, Xinjiang, this study empirically examines the influence of government publicity and guidance on farmers’ decision-making behavior, protective behavior, and supervisory behavior related to ecological environment governance, employing an Ordered Probit model, OLS regression, and a Generalized Structural Equation Model. The findings indicate that: (1) Government publicity and guidance, Environmental literacy, and Perceived Value exert significant positive effects on farmers’ multidimensional ecological environment governance behaviors; (2) Heterogeneity analysis reveals that these three factors have a stronger promoting effect on the ecological environment governance behaviors of low-income farmers; (3) Environmental literacy and Perceived Value serve as significant mediators in the relationship between government publicity and guidance and farmers’ ecological environment governance participation behavior, and two together construct a chain mediation path of “government publicity and guidance-environmental literacy-perceived value-ecological and environmental governance behavior”. Based on these findings, this study proposes policy recommendations including refining government publicity and guidance strategies, systematically enhancing environmental literacy, facilitating the internalization of Perceived Value, and implementing differentiated policy support mechanisms.

作为乡村生态环境治理的重要政策工具，厘清政府宣传引导影响农户参与行为的作用机制，进而提升乡村生态治理效能，具有至关重要的意义。本研究基于新疆昌吉州农户调研数据，采用有序Probit（Ordered Probit）模型、普通最小二乘（Ordinary Least Squares, OLS）回归以及广义结构方程模型（Generalized Structural Equation Model），实证检验了政府宣传引导对农户生态环境治理相关决策行为、保护行为与监督行为的影响。研究结果表明：(1) 政府宣传引导、环境素养（Environmental literacy）与感知价值（Perceived Value）对农户多维生态环境治理行为具有显著正向影响；(2) 异质性分析显示，上述三类因素对低收入农户生态环境治理行为的促进作用更强；(3) 环境素养与感知价值在政府宣传引导与农户生态环境治理参与行为之间发挥显著中介作用，二者共同构建了“政府宣传引导—环境素养—感知价值—生态环境治理行为”的链式中介路径。基于上述研究发现，本研究提出了包括优化政府宣传引导策略、系统提升环境素养、推动感知价值内化以及实施差异化政策支持机制在内的政策建议。