Analyzing Determinants of Farmers’ Participation in Agricultural Non-Point Source Pollution Control: An Application of the Theory of Planned Behavior

Agricultural producers play a crucial role in combating agricultural non-point source pollution, so improving their production behaviors and practices will be key to alleviating such pollution. This study employs the Theory of Planned Behavior and focuses on Huaxian County, a major grain-producing county in Anyang City, Henan Province. The study focuses on randomly selected sample farming households in townships within Hua County’s agricultural intensification zone. Through structural equation modeling, it has analyzed the impact of farmers’ individual characteristics, behavioral attitudes, subjective norms, and perceived behavioral control on their willingness to engage in pollution management, as well as the influence of such willingness on actual management behaviors. Research indicates that behavioral attitudes, subjective norms, and perceived behavioral control significantly and positively influence governance intention, and governance intention significantly and positively influences governance behavior. Behavioral attitude is the key latent variable (behavioral attitude > perceived behavioral control > subjective norm). That is, the economic benefits derived from agricultural non-point source pollution governance constitute the most critical factor influencing farmers’ willingness to participate in pollution governance. Furthermore, farmers’ willingness to participate in pollution control bridges the gap between their attitudinal inclination and actual behavioral implementation. Accordingly, this study can provide a theoretical basis and reference for the governance of non-point source pollution in county-level regions of Henan Province and similar major grain-producing areas and offer theoretical support for the sustainable development of agriculture.