Nowadays, there is a growing interest in pro-environmental foods produced by pro-environmental practices. However, consumers’ payment motivations towards such foods are currently poorly understood. This manuscript provided a critical investigation of Chinese consumers’ intention to pay a premium (ITPP) for rice grown with green manure as crop fertilizer (GMR). One focus was the establishment of an explanatory structural research framework that includes effects of environmental behavior spillover (EBS) and public information induction (PII); another focus was to analyze the impacts of the selected structural elements on ITPP by introducing education as a moderator. Results suggest that consumers’ ITPP can be largely influenced by PII, therefore, for GMR marketers and policy makers, measures should be developed to widen consumers’ access to public information related to GMR and to improve their capacity of screening effective information. EBS, when ITPP remains low, emerged as a pivotal predictor of consumers’ ITPP. This observation provides us with the enlightenment that breeding consumers’ daily environmental behaviors is highly valued to inspire their payment intention in the early stages of GMR market development. Another finding is that, with the introduction of the educational variable, the influence coefficients of EBS and PII on ITPP increased from 0.42 and 0.53 to 0.61 and 0.66, respectively, which means that it is possible to boost consumers’ payment intention by improving their educational attainment. This study contributes to the existing literature by providing empirical evidence for the GMR industrial upgrading strategy and have significant implications for the environmental governance of the agricultural sector.

Planting green manure is an effective way to improve the agricultural environment and the quality of cultivated land in China. However, deviation from green manure planting willingness and behavior (DWB) becomes a serious obstacle to the promotion of green manure planting technology. For economic farmers, whether to plant green manure is a rational choice made after weighing up family endowments. In addition, ecological cognition plays a moderating role in the “willingness-behavior” transformation process of farmers’ green manure planting on the basis of family endowments. We selected four counties in which to conduct a questionnaire survey in Gansu and carried out interviews with 375 farmers. Based on the survey data, our study identified determinants that influence farmers’ DWB and examined the moderating effect of ecological cognition. In our paper, results show that the probability of farmers’ DWB is 41.87%. Farmers’ DWB is not only negatively affected by social network information and ecological compensation (eco-compensation) and positively influenced by the scale of cultivated land, but also restricted by human capital endowment characteristics such as age and education. In addition, ecological cognition played a significant moderating effect on farmers’ DWB. Farmers with high ecological cognition were more aware and capable of promoting green manure planting intentions into practice. Furthermore, different groups of farmers had different characteristics of DWB. The findings are useful and helpful in better understand the influencing factors of farmers’ DWB for policy makers and managers and can provide some effective support for policies designed to encourage farmers to adopt more sustainable green manure.

During the COVID-19 pandemic, food waste caused by excessive hoarding has accounted a large proportion of the total food waste in urban Chinese households, which indicates that reducing food hoarding has become key to managing household food waste. This study therefore explored the behavioral mechanisms underlying excessive food hoarding among citizens. Based on a sample set of 511 respondents surveyed in Beijing, Hefei, and Guiyang in July 2022, a PLS-SEM model was conducted using SmartPLS 3.0 software to simulate the decision-making process of food hoarding. The following results were found. First, among the households with hoarding, 66.37% had some degree of food waste. Second, hoarding preference was the direct predictor of hoarding behavior, which means that hoarding behavior can be effectively controlled by regulating preferences. Third, group influence including homology consistency and social network support, as well as psychological panic, both enhanced citizens’ hoarding preference and induced hoarding behavior. Therefore, it is necessary to weaken group influence and try to help citizens overcome panic. Finally, food supply information release can not only alleviate citizens’ psychological panic and weaken group influence, but also block the transformation of preference into behavior. The above results are of great importance for the design of management policies for food waste caused by irrational hoarding during the pandemic.