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Forest and Grassland Resources Research ›› 2025›› Issue (2): 11-23.doi: 10.13466/j.cnki.lczyyj.2025.02.002

• Special Topic:Conservation and Utilization of Ancient Trees • Previous Articles     Next Articles

Deviation of public participation willingness and behavior in crowdfunding for the protection of ancient and famous trees—a case study of Beijing

DU Lei1,2(), TIAN Minghua3(), WANG Xiaoyi1,2, JIN Xiaoman1, XU Jingwen4, LIU Dan5   

  1. 1. School of Finance,Hebei University of Economics and Business,Shijiazhuang 050061,China
    2. Carbon Finance Research Center,Hebei University of Economics and Business,Shijiazhuang 050061,China
    3. School of Economics and Management,Beijing Forestry University,Beijing 100083,China
    4. School of Economics,Nankai University,Tianjin 300071,China
    5. School of Business,Hebei Minzu Normal University,Chengde 067000,Hebei,China
  • Received:2025-02-23 Revised:2025-04-02 Online:2025-04-28 Published:2025-12-04

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Abstract:

Crowdfunding for the protection of ancient and famous trees is an important form of public participation in the protection of ancient and famous trees in the digital age.It broadens the channels for funding sources for the protection of ancient and famous trees,effectively alleviates and compensates for government funding shortages,and is of great significance for the rescue and protection of ancient and famous trees.Focusing on the issue of the discrepancy between public participation willingness and behavior that affects the effectiveness of crowdfunding,based on the expanded theory of planned behavior,we constructed a theoretical research framework for the discrepancy between public participation willingness and behavior in crowdfunding for the protection of ancient and famous trees.With 884 public survey data in Beijing,the Logit model was used to empirically test the influencing factors of the discrepancy between public participation willingness and behavior,and the ISM model was used to reveal the deep logical relationship between each influencing factor.The results show that:1) There is a high degree of deviation between public participation willingness and behavior in the crowdfunding for the protection of ancient and famous trees in Beijing.The survey shows that the probability of public participation willingness and behavior deviating is 57.58%.2) The transformation of public participation intention into behavior is influenced by cognitive level,behavioral attitude,subjective norms,personal norms,and green lifestyle.Perceived behavioral control has no significant impact on it,while age,education level,occupational relevance,and the presence of ancient and famous trees near the place of residence have a significant impact on the deviation between public participation intention and behavior.3) Government incentive policies and regulation of fund usage have played a significant regulatory role in reducing the discrepancy between public participation willingness and behavior;Age,education level,occupational relevance,and the presence of ancient and famous trees near one's place of residence are the underlying factors that affect the conflict between intention and behavior.Cognitive level and subjective norms are the intermediate factors that affect the conflict between intention and behavior.Behavioral attitude,personal norms,and green lifestyle are the surface factors that affect the deviation between intention and behavior.

Key words: protection of ancient and famous trees, crowdfunding, public participation, deviation between willingness and behavior, theory of planned behavior

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