Can Social Learning Promote Farmers’ Green Breeding Behavior? Regulatory Effect Based on Environmental Regulation

Farmers’ green breeding behavior is significant to environmental protection and sustainable development. Based on the micro-survey data of 1248 beef cattle farmers in Inner Mongolia Autonomous Region and Jilin Province, the OLS model and regulatory effect tests are used to analyze the influence of social learning on farmers’ green breeding behavior and to verify the mechanism of environmental regulation. Key findings include the following: (1) Social learning has a significant positive impact on farmers’ green breeding behavior. (2) Social learning has a significant positive impact on farmers’ willingness to undertake green breeding, farmers’ specific behavior of green breeding, and farmers’ continuous green breeding, among which the effect on specific behavior of green breeding is the most positive. (3) Environmental regulation plays a moderating role in the relationship between social learning and farmers’ green breeding behavior, among which all sub-dimensions of environmental regulation (incentive-based environmental regulation, binding environmental regulation and guided environmental regulation) have positive reinforcing effects, especially the most significant reinforcement effect of binding environmental regulation. Based on the research conclusions, this study proposes policy suggestions such as strengthening the training of farmers, strengthening the learning and communication among farmers’ neighbors, increasing the frequency of farmers’ use of mass media, improving the environmental regulation policy system, and promoting the coordinated development of environmental, economic, and social benefits.