Can Environmental Protection Behavior Enhance Farmers' Subjective Well-Being?

The significance of environmental protection activities is well known, but little literature has focused on the well-being effects of environmental protection behavior among farmer groups. This study provides new literature support for farmers and rural development issues. Using data from the 2013 China Integrated Social Survey, a systematic and robust examination of the happiness effects of environmental protection behavior among Chinese farmers and their transmission mechanisms was conducted with the help of multiple regression techniques and mediated impact analysis. The study found that Chinese farmers' environmental protection behavior can directly trigger the experience of well-being and also indirectly enhance subjective well-being by improving the quality of life in other areas, thanks to their characteristics in avoiding environmental risks and enhancing social interactions. Increased education may contribute to farmers being more motivated by benefits such as material rewards, experience, and skills, and thus experiencing less well-being from environmental protection behavior. The fact that farmers of all household incomes experience equal well-being from environmental protection behavior is consistent with the view of non-differential well-being experiences in the volunteering literature. The research in this paper adds new evidence to the existing literature and provides an essential reference for policymakers and participants in rural development in China. In addition, studying individual issues in environmental governance in rural China provides a Chinese case study and practical lessons for farmer development in other countries worldwide.