关键词: 环境治理, 参与意愿, 支付意愿, 计划行为理论, 双变量Probit模型

Abstract: By exploring rural residents' willingness of participating in the governance of living environment, it can help solve the problem of rural environmental governance. Based on the survey data of 371 farmers in northern Xinjiang, this study used the bivariate Probit model to explore farmers' willingness of participating in and paying for the environmental governance under the framework of theory of planned behavior. As shown by the results, the behavioral attitudes, subjective norms and perceived behavioral control exert an important impact on the farmers' willingness to participate and pay. Among them, the cognition of the importance of environmental governance, intensity of media information dissemination and government subsidies exert an active impact on farmers' willingness to participate in and pay. Meanwhile, the cognition of environmental pollution, intensity of government input and launch of rural tourism play a crucial role in influencing farmers' willingness to pay. Besides, the level of education significantly affects farmers' willingness to participate and pay, but in different directions. Therefore, it is necessary to strengthen propaganda and education, establish and apply incentive and restraint mechanism flexibly, mobilize rural capable persons to play an exemplary role, and offer financial support to environmental governance, so as to inspire farmers' enthusiasm in participating in the governance of living environment.

Key words: environmental governance, willingness to participate, willingness to pay, planned behavior theory, bivariate Probit model