Abstract
This study aims to study the pro-environmental behaviour of herders in the Sanjiangyuan region, a significant ecological security barrier. This paper selected 212 herding households in the Sanjiangyuan area as research subjects by random sampling method. By establishing a multivariate ordered logistics model to study the impact of risk perception on herding households' pro-environmental behaviour and introducing capital endowment as a moderating variable to analyse the moderating effect of capital endowment on the relationship of herding households' risk perception—pro-environmental behaviour. The study results show that herders's risk perception significantly affects their pro-environmental behaviour, in which environmental risk perception, economic risk perception and disease risk perception positively affect their pro-environmental behaviour. Capital endowment has a moderating role in the relationship between risk perception and the pro-environmental behaviour of herding households. Accordingly, this paper proposes to strengthen publicity and education, encourage herders to join cooperatives, and improve the ability of risk perception and other countermeasures.
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