Driving mechanism of pro-environmental behavior in wood processing enterprise managers—— Evidence from a survey in Siyang county, Jiangsu province (China's hometown of poplar)

LIANG Shuo, YANG Jiameng, QIU Mengyuan, LI Suwan, ZHANG Wenrui

Journal of Nanjing Forestry University (Natural Sciences Edition） ›› 0

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南京林业大学学报（自然科学版）
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Journal of Nanjing Forestry University (Natural Sciences Edition） ›› 0 DOI: 10.12302/j.issn.1000-2006.202508042

Driving mechanism of pro-environmental behavior in wood processing enterprise managers—— Evidence from a survey in Siyang county, Jiangsu province (China's hometown of poplar)

  • LIANG Shuo, YANG Jiameng*, QIU Mengyuan, LI Suwan, ZHANG Wenrui
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Abstract

【Objective】Pro-environmental behaviors of wood processing enterprises not only affect the effectiveness of domestic ecological environment protection, but also exert positive impacts on global forest resource governance and climate change mitigation. An in-depth study on the influencing factors of managers' pro-environmental behaviors in wood processing enterprises is critical for formulating effective policy measures and promoting the green transformation of enterprises.【Method】 Taking 552 managers of 115 wood processing enterprises (including large, medium and small firms engaged in wood processing, wood-based panel manufacturing, wood product manufacturing, and bamboo, rattan, palm and grass product manufacturing) in Siyang County, Jiangsu Province, known as the Hometown of Poplars in China, as research samples, data were collected via questionnaire surveys using a 5-point Likert scale with 27 items. Based on the extended Theory of Planned Behavior (TPB), with "dual interest conflict" (conflicts between long-term and short-term interests, and between economic and ecological interests) as the moderating variable, a Structural Equation Model (SEM) was employed to test the path of "Attitude (ATT)-Subjective Norm (SN)-Perceived Behavioral Control (PBC)-Pro-environmental Intention (PEI)-Pro-environmental Behavior (PEB)". Meanwhile, reliability and validity tests (Cronbach's α > 0.8, AVE > 0.5), common method bias test (Harman single-factor variance explanation rate 38.457% < 50%) and model fit test (CMIN/DF = 1.196, RMSEA = 0.019, CFI = 0.993) were conducted to analyze the driving mechanism of pro-environmental behaviors of enterprise managers. 【Result】①Attitude, subjective norm and perceived behavioral control significantly enhance the pro-environmental intention of enterprise managers, and pro-environmental intention directly promotes pro-environmental behavior. Among them, perceived behavioral control, which reflects technical and resource constraints, has the greatest impact on pro-environmental behavior, followed by subjective norm, while attitude exerts the weakest influence. ②The conflict between long-term and short-term interests, as well as between economic and ecological interests, has a negative moderating effect on the transformation from pro-environmental intention to pro-environmental behavior, and the intensity of this moderating effect is higher than that of cognitive driving factors, indicating that interest conflicts are the core bottleneck restricting behavioral transformation. 【Conclusion】Pro-environmental behaviors of wood processing enterprise managers are influenced by "cognitive driving (TPB mechanism)-interest conflict (moderating effect)", and dual interest conflict is the key constraining factor. Therefore, it is necessary to design fiscal incentive mechanisms to avoid the mismatch between long-term and short-term interests, improve ecological compensation mechanisms that can coordinate economic and ecological interests, perfect the intervention system for attitude, norms and perceived behavioral control, and strengthen environmental regulation and publicity of green benchmarks, so as to systematically promote the pro-environmental behaviors of enterprise managers.

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wood processing enterprises / pro-environmental behavior / theory of planned behavior / dual-interests conflict

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LIANG Shuo, YANG Jiameng, QIU Mengyuan, LI Suwan, ZHANG Wenrui. Driving mechanism of pro-environmental behavior in wood processing enterprise managers—— Evidence from a survey in Siyang county, Jiangsu province (China's hometown of poplar)[J]. Journal of Nanjing Forestry University (Natural Sciences Edition）. 0 https://doi.org/10.12302/j.issn.1000-2006.202508042

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