积极应用和推广清洁能源是实现乡村生态宜居的必然要求.将农村居民应用和推广清洁能源的意愿分为使用意愿、投资意愿、购买意愿和人际促进意愿,采用对江西省农村居民的695份调研问卷数据,运用多元有序Probit模型分别对4种意愿的影响因素及层次结构进行分析,结果表明:农村居民的环境责任感、行为控制感知、清洁能源知识对4种意愿均有显著正向影响,家中有60岁以上老人对使用意愿、投资意愿和购买意愿有显著正向影响,环境价值观对使用意愿和人际促进意愿有显著正向影响,婚姻状况对使用意愿有显著正向影响,从众心理对投资意愿有显著正向影响,来自清洁能源示范县、效用感知对人际促进意愿有显著正向影响,而行为便利对投资意愿有显著负向影响.%Active application and popularization of clean energy are necessary requirement for realizing rural ecological pleasant living. The willingness of rural residents to use and popularize clean energy is divided into use willingness, investment willingness, purchase willingness, and interpersonal promotion willingness, by using 695 questionnaire data of the rural residents survey in Jiangxi Province, this paper uses multivariate ordered Probit model and ISM to analyze the influencing factors and hierarchical structure of the four willingnesses. The results show that the environmental responsibility sense, behavioral control sense, and clean energy knowledge of the rural residents have significantly positive impact on the four willingnesses, that the families which have the old men above 60 years old have significantly positive effect on use willingness, investment willingness and purchase willingness, that environmental value has significantly positive influence on use willingness and interpersonal promotion willingness, that marriage status has significantly positive effect on use willingness, that social relation has significantly positive impact on investment willingness, that the modeling counties and utility sense of clean energy have significantly positive influence on interpersonal promotion, however, behavior convenience has significantly negative effect on investment willingness.
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