Harvesting Green Propensity: Creating Environmental Oriented Behavior Among Rural Communities Through Green Knowledge Sharing

Abstract

Farmers play an important role in bridging the gap between tradition and modernity, and their farming actions and techniques have a significant effect on the natural environment. Promoting pro-environmental behavior (PEB) among farmers in rural communities is very challenging. Thus, the current study explores the diverse elements that may have an influence on the relationship between eco-centric leadership (ECL) and two main PEB manifestations, such as responsible citizen behavior (RCB) and active environmental behavior (AEB), in Sichuan Province, China. The findings revealed that the farmers have positive perceptions regarding the ECL, environmental consciousness (ECO), psychological green climate (PGC), and green knowledge sharing (GKS) based on the responses of 180 randomly selected farmers. Similarly, the farmers also depicted the remarkable RCB and AEB. The significant relationship between ECL and RCB/AEB shows that ECL plays an incredibly crucial role in the development of responsible and proactive environmental-oriented behavior. Additionally, the findings emphasized the significant mediating role of PGC in the development of RCB and AEB through the GKS. Therefore, it is imperative to promote supportive psychological environments to facilitate eco-centric behavior within rural communities. Moreover, the significant moderating effect of ECO on GKS and RCB/AEB signifies that increased environmental consciousness correlates with environmentally responsible and proactive behavior among farmers. The current study emphasizes the importance of environmental conservation in rural communities and demonstrates the necessity of tangible policy actions to promote environmental health. Therefore, the current research offers The study proposes practical policy implications such as the provision of customized leadership,