Friendly Behavior Research Articles

Factors Influencing Green Purchase Behavior: Evidence from Kazakhstan

As awareness about environmental issues increases around the globe, consumers are gradually engaging in environmentally friendly behavior and supporting businesses that engage in green strategies. However, environmental awareness among Kazakhstan’s consumers and their buying behavior towards green products are not fully understood due to the scarcity of research conducted in this area. This study intends to change this situation and examines the green behavior of young consumers in Kazakhstan using the Motivation-Ability-Opportunity (MAO) model developed by Olander and Togersen. According to this model, a positive attitude of consumers leads to the desired behavior only when they have the ability and opportunity to execute the expected behavior. The goal of this paper is to find the main reasons why environmentally friendly intentions of people do not translate into green behavior and to examine the influence of moderating variables on the relationship between people’s intention to buy green products and their purchase behavior of green products. In addition, the role of education level and gender in the relationship between green purchase intention and behavior are also examined.

Pengaruh Pembelajaran Ekonomi, Literasi Ekologi, dan Program Sekolah Adiwiyata terhadap Perilaku Konsumsi Ramah Lingkungan Siswa SMA Negeri 1 Ajibarang

The understanding of economic learning by students has not been fully implemented in everyday life; the understanding of students of SMA Negeri 1 Ajibarang regarding ecological literacy is still low; the implementation of the Adiwiyata school program has not been maximized in seeking environmentally friendly consumption behavior for students. This research is a quantitative research conducted on students of SMA Negeri 1 Ajibarang class X, XII IPS and XII IPS with the aim of analyzing the influence of economic learning, ecological literacy, and adiwiyata school programs on the environmentally friendly consumption behavior of SMA Negeri 1 Ajibarang students. The population in this study was students of classes X, XI social studies and XII social studies at SMA Negeri 1 Ajibarang, with a total of 612 students. The samples used were taken from 86 respondents using accidental sampling techniques. The results of the research and data analysis obtained show that first, economic learning has a positive effect on students' environmentally friendly consumption behavior; second, ecological literacy positively affects students' environmentally friendly consumption behavior; and third, the adiwiyata school program does not have a positive effect on students' environmentally friendly consumption behavior.

Vocational Self-Efficacy as a Moderator on the Relationship Between Perceived Social Support and Students’ Interest in TVET Programmes in Pakistan

Studies have shown that the behaviour of family, friends and significant others shapes young people’s self-belief and interest in Technical and Vocational Education and Training (TVET) programmes. However, limited research has documented how vocational self-efficacy can significantly impact the relationship between perceived social support and students’ interest in Pakistani TVET programmes. Thus, this study utilised quantitative research to examine the role of vocational self-efficacy as a moderator in the relationship between perceived social support and students’ interest in TVET programmes. A total of 386 secondary school students filled out three questionnaires: vocational self-efficacy, perceived social support, and interest in the TVET programmes scale using Social Cognitive Career theory as a theoretical framework. The data were analysed using Structural Equation Modelling (SEM) and statistical analysis using Statistical Package for the Social Sciences (SPSS). The correlation analysis revealed that perceived social support and students’ interest in the TVET programmes were negatively correlated, and vocational self-efficacy was not a moderator. This study benefits the authorities, policymakers, and researchers in supporting TVET programmes in Pakistan.

Gender Differences in Experiences of Adherence to HIV/AIDS Management among HIV-Positive Adults attending a Tertiary Hospital in Rivers State, Nigeria

Background: Adherence to HIV/AIDS management is the fundamental mechanism for ending HIV/AIDS by 2030. Rivers State has the third-highest HIV/AIDS burden in Nigeria. This study aimed to gain insights into the gender differences in experiences of adherence to HIV/AIDS management among HIV patients attending the University of Port Harcourt Teaching Hospital, Rivers State Nigeria.
 Methods: A qualitative study design was carried out among 24 adult HIV positive patients who were purposively selected. Four focus group discussions were conducted with six participants in each group (2-male groups and 2-female groups). Each session was audio-recorded with consent from participants, transcribed verbatim, and exported into ATLAS. Ti version-12 software for analysis. Results were presented in tables and diagrams, highlighting codes and quotations.
 Results: The majority of respondents were within 30-39 years. Most participants understood adherence as the timely ingestion of antiretroviral medications. The commonest reasons for non-adherence among the female gender were shame, poor attitude of healthcare workers, lack of support from discordant spouses/partners, and long waiting times at the clinic. While the male gender reported financial constraints and fear of being embarrassed or stigmatized.
 Conclusion: This study revealed the socio-cultural, economic, and psychosocial factors influencing adherence to HIV/AIDS management. Hence solutions proffered by discussants such as improving on personal efforts, disclosure to trusted persons, friendly behaviour of healthcare workers, family and spousal support should be considered by healthcare facilities, donor organizations, and the government.

A qualitative study on community perceptions on quality of healthcare services they received in the Malaria Elimination Demonstration Project in district Mandla, India

BackgroundThe utilization and impact of the healthcare services depend on the perceived quality, appropriateness, ease of availability, and cost of the services. This study aimed to understand the community's perception of the quality of healthcare services delivered as part of the Malaria Elimination Demonstration Project (MEDP), Mandla, Madhya Pradesh, India.MethodsThe study used qualitative techniques to analyze the community perceptions that emerged from the participants’ narratives during the Focus Group Discussions (FGDs) and in-depth Interviews with Key Informants (IKIs) on the promptness and quality of healthcare service delivery, the behaviour of MEDP staff, Information, Education and Communication, and Behavioural Change Communication activities, coordination with community members and other health personnel, and capacity building of healthcare workers and the community.Results36 FGDs and 63 IKIs with 419 respondents were conducted in nine blocks of district Mandla. Overall, 97% to 100% of beneficiaries associated MEDP with regularity and prompt service delivery, availability of diagnostics and drugs, friendly behaviour, good coordination, and community mobilization to enhance treatment-seeking behaviour.ConclusionsThe study's findings highlighted the importance of building and maintaining the community's participation and promoting the demand for optimal utilization of healthcare services inside the village to promptly achieve the malaria elimination goal.

Environmental Awareness Based on Community Knowledge, Attitude, and Behavior of The Environmental Impact of Plastic Packaging Use in Urban Areas

The problem of plastic packaging is a threat to human life. This problem is illustrated by high plastic consumption and poor plastic waste management. The purpose of this paper is to discuss community environmental awareness regarding the use of plastic packaging. This paper uses a qualitative approach with an analysis of the literature study. From the results of the study, it was found that community environmental awareness is still low. It is necessary to increase awareness to encourage environmentally friendly plastic usage behavior. Behavior toward the use of plastic starts from minimizing its consumption and the willingness to sort and recycle. Many factors influence the willingness to participate in plastic management. By manipulating these factors, a sustainable plastics management strategy can be achieved. Raising awareness through increasing knowledge, increasing guilt, optimizing facilities, and supporting regulations. Strategy cannot work without the cooperation of various stakeholders. The common goal of creating a healthy and clean environment and an empowered community is the impetus for improving plastic management.

Explaining littering prevention among park visitors using the Theory of Planned Behavior and Norm Activation Model

The increasing concern for environmental issues and degradation has gained much attention over the past few decades. Tourist destinations and natural areas are vulnerable to human-caused environmental problems such as littering. This study examines the factors that determine and shape environmentally responsible intended behavior, specifically preventing littering of natural park visitors. The present study integrated the Theory of Planned Behavior and the Norm Activation Model. The hypothesis was tested using a survey of 328 individuals who visited Mount Merapi National Park, Indonesia. The structural equation modeling result showed that attitude and perceived behavior control are positively linked to intended behavior. Despite the research's findings, an individual's commitment to environmentally friendly behavior would not be driven by personal subjective norms. By accepting responsibility, one develops personal norms that urge one to be more aware of the consequences of one's actions. Personal norms also significantly impact perceptions of behavioral control, attitude, and subjective norms. The result adds to the body of literature regarding visitors to national parks. Furthermore, this study outlines the power of personal norms on the constructs of the Theory of Planned Behavior (perceived behavioral control, attitude, and subjective norm). There is a discussion of the study's potential real-world applications and its directions for further research.

Welfare assessment of horses and mules used in recreational and muleteer work in the Colombian coffee region.

The welfare of working equids in developing countries is sometimes threatened due to the limited resources and/or knowledge of their owners. The objective of this study is to evaluate the welfare of creole horses and mules using a validated protocol that assesses animal-based indicators. A total of 160 horses and 40 mules from three municipalities in the Colombian coffee-growing region were evaluated by means of direct observation of health and behavioral parameters. A descriptive analysis of the variables expressed in proportions was performed. Interactions between the different measurements were examined using the Chi-squared test. Spearman correlations were used to relate the measurements. Horses and mules demonstrated friendly behavior in front of the evaluators (78.13 and 61.54%, respectively); apathetic or severely depressed behavior was low (10.7 and 17.5%, P > 0.05). Significant differences in body condition score (BCS) were observed between mules and horses (P < 0.05); eighty percent of the mules and 54.4% of the horses exhibited a healthy body condition score (3 or more on a scale of 1 to 5). Less than 15% of the animals had eye problems, limb deformities, and gait abnormalities. Injuries to the head, withers, spine, ribs/flank, hindquarters, and hind legs were observed in a frequency between 12.5 and 30.43% of the animals, with a higher frequency in horses (P < 0.05). Weak correlations (R2 coefficient < 0.5), although statistically significant, were observed between low body conditions and the presence of skin and deeper tissue lesions, systemic health abnormalities, and limb problems (P < 0.05). The results indicate that owners care for their animals. However, the presence of skin and deep tissue lesions, especially in horses, suggests that they are subjected to high workloads. Therefore, it is essential to train owners in aspects related to the importance of providing their equids with adequate rest periods to recover from work and develop actions to strengthen human-equine interaction.

Factors associated with smoking refusal self-efficacy among Finnish and Portuguese early adolescents

ABSTRACT Background Research indicates that refusal self-efficacy predicts adolescent smoking behavior and needs to be addressed in health education programs. Developing such programs requires examining the factors associated with smoking refusal self-efficacy in the target group. Thus, our study examined factors associated with smoking refusal self-efficacy among early adolescents in Finland and Portugal. Methods Self-reported data on smoking refusal self-efficacy, smoking outcome expectations, smoking-related attitudes, motives, and motivations were obtained from 295 early adolescents, and analyzed using a logistic regression and correlation calculations. Results Experiences with tobacco, smoking-related attitudes and motives, the motivation to refrain from smoking in the future, and smoking outcome expectations were associated with smoking refusal self-efficacy. Gender, and the smoking behavior of relatives and friends were independent predictors of smoking refusal self-efficacy. The findings were similar in both countries. Conclusions Our results strengthen the notion that parental smoking is not associated with smoking refusal self-efficacy of early adolescents but smoking by friends and relatives and gender favoring girls are. Thus, health education programs aiming to support early adolescent smoking refusal self-efficacy need to consider the role of peer influence and the social acceptance of smoking and place more emphasis on effectively supporting boys’ smoking refusal self-efficacy.

Medicinal plant-associated rhizobacteria enhance the production of pharmaceutically important bioactive compounds under abiotic stress conditions.

Interest in cultivating valuable medicinal plants to collect bioactive components has risen extensively over the world to meet the demands of health care systems, pharmaceuticals, and food businesses. Farmers commonly use chemical fertilizers to attain maximal biomass and yield, which have negative effects on the growth, development, and bioactive constituents of such medicinally important plants. Because of its low cost, environmentally friendly behavior, and nondestructive impact on soil fertility, plant health, and human health, the use of beneficial rhizobial microbiota is an alternative strategy for increasing the production of useful medicinal plants under both standard and stressed conditions. Plant growth-promoting rhizobacteria (PGPR) associated with medicinal plants belong to the genera Azotobacter, Acinetobacter, Bacillus, Brevibacterium, Burkholderia, Exiguobacterium, Pseudomonas, Pantoea, Mycobacterium, Methylobacterium, and Serratia. These microbes enhance plant growth parameters by producing secondary metabolites, including enzymes and antibiotics, which help in nutrient uptake, enhance soil fertility, improve plant growth, and protect against plant pathogens. The role ofPGPRin the production of biomass and their effect on the quality of bioactive compounds (phytochemicals) is described in this review. Additionally, the mitigation of environmental stresses including drought stress, saline stress, alkaline stress, and flooding stress to herbal plants is illustrated.

Evaluating responsible consumption through the purchase of organic products, life meaningfulness and the meaning attributed to food. Responsible consumption and personal meanings (La valoración del consumo responsable a través de la compra de productos ecológicos, la significación vital y el significado atribuido a la comida. El consumo responsable y los significados personales)

ABSTRACT Food production and consumption systems are generating serious environmental consequences. It is essential to explore which psychosocial variables underpin environmentally friendly consumer behaviour. The aim of our research is to identify how the evaluation of responsible consumption and the meanings attributed to food and life are related and whether there are differences in the frequency with which participants buy organic products based on these study variables. In a sample of 399 informants, our results indicate that the meanings attributed to food and life are related and influence the evaluation of responsible consumption. In addition, our results show that people who buy organic products more often tend to value responsible consumption more positively and attach particular moral meaning to food compared to those who buy them less frequently. Based on these results, the implications for contexts of intervention and application are discussed.

The Investigation on Environmental Literacy of Vocational School Child Development Students

Günümüzde küresel ısınma, hızlı kentleşme, hava kirliliği gibi pek çok çevre sorunu ile karşılaşılmaktadır. Özellikle çevre bilincinin çocuklara küçük yaşta kazandırılması düşünüldüğünde; çocukları yetiştirecek ve onlara rol model olacak çocuk gelişimi öğrencilerinin çevre okuryazarı bireyler olmaları gerektiği anlaşılmaktadır. Bu araştırmanın amacı; Erken Çocuklukta Çevre Eğitimi dersini alan Çocuk Gelişimi ön lisans öğrencilerinin çevre okuryazarlık düzeylerinin belirlenmesidir. Araştırmada nitel araştırma yöntemlerinden durum çalışması kullanılmıştır. Araştırmaya Çocuk Gelişimi bölümünde okuyan ve Erken Çocuklukta Çevre Eğitimi dersini mesleki seçmeli olarak alan 8 ön lisans öğrencisi katılmıştır. Veriler araştırmacılar tarafından geliştirilmiş yarı yapılandırılmış görüşme formu, okul öncesi eğitimde çevre eğitimine yönelik hazırlanmış etkinlik planları ve öğrencilerin doğa günlükleri ile toplanmıştır. Öğrencilerin çevre okur yazarlıkları incelendiğinde; bilişsel düzeyde bilgi eksikliklerinin olduğu ancak duyuşsal yönde çevreye olan farkındalıklarının arttığı, davranışsal düzeyde ise çoğunun kendi yaşamlarında bir takım çevre dostu davranışlar sergiledikleri görülmüştür. Bu bulgular, çevre okuryazarı çocuklar yetiştirebilmek için; çocuklar üzerinde büyük etki uyandıran eğitimcilerin yüksek öğrenim programlarına çevre eğitimine yönelik çeşitli derslerin eklenmesi ve bu derslerin daha çok uygulamaya yönelik yürütülmesi gerektiğini göstermektedir.

The school environment-related predictors of fights and bullying among School-Age Children in Serbia

Abstract Background The health and development of school-age children is a contemporary topic of various health policies and programs, which has become even more of a focus in critical situations such as the COVID-19 pandemic. The study aims to assess the prevalence of school-age children's participation in fights and bullying in Serbia, and to examine the relevance of students’ socio-demographic characteristics and perceptions of school and relations with other students and professors for participation in fights and bullying. Methods A secondary analysis of the original data of the 2017 HBSC study is performed on 3267 students in a nationally representative sample of primary and high schools in Serbia. Predictors of taking part in fights and taking part in bullying were examined by using univariate and multivariate logistic regression. Results The main results show that 50.8% of boys and 17.1% of girls have taken part in fights, while 17.7% boys and 10.4% of girls have taken part in bullying. Students who felt a large and very large burden of school obligations were 1.43 times more likely to participate in bullying at least once, while they were 1.38 and 2.12 times more likely to participate in multiple fights and 4.04, 1.24, and 2.78 times more likely to participate multiple times in bullying. Fights among school-age children are significantly positively associated with living with relatives/legal guardians and poor quality of life. Conclusions The prevalence of participating in at least one fight/bullying is higher than in multiple fights/bullying. These associations suggest a necessity to enhance the monitoring and control of peer behavior among school-age children. The findings of the study imply key enablers of protection, such as building relationships based on team spirit and work, friendly behavior, empathy, and help, which should be included in the value system of school and family activities in programs to combat fights and bullying in school-age children. Key messages • In Serbia, every second boy and every fifth girl participated in fights, while less than every fifth boy and every tenth girl participated in bullying. • Study results can inform school and healthcare actors’ efforts to improve school-age children’s development and health capacity for life.

Expanding the role of the future zoo: Wellbeing should become the fifth aim for modern zoos.

Zoos and aquariums have an enormous global reach and hence an ability to craft meaningful conservation action for threatened species, implement educational strategies to encourage human engagement, development and behavior change, and conduct scientific research to enhance the husbandry, roles and impacts of the living collection. The recreational role of the zoo is also vast- people enjoy visiting the zoo and this is often a shared experience amongst family and friends. Evaluating how the zoo influences this "captive audience" and extending its reach to include a compassionate approach to animals and people can further enhance the mission, value, and relevance of their work. The modern zoo's current aims-Conservation, Education, Research and Recreation-provide useful foundations for the activities that zoos conduct at a local and national level. However, to improve sustainability of their actions and outcomes, we feel that Wellbeing should become the fifth aim of the modern zoo for the future- both from an animal perspective (ensuring that populations are managed according to prevailing behavioral needs) and from a human perspective (enhancing access to nature, promoting planetary friendly behavior changes and ways of living, and advancing the wellbeing of the zoo's workforce). This paper provides discussion and review of how Wellbeing is already a substantial part of what zoos work on as well as posing the idea of altering the Recreation aim of the zoo to one of Engagement, which potentially is more measurable and therefore can allow zoo researchers and managers further options for the collection of evidence on the local and global reach of their zoo's aims. Education, Engagement, Conservation, Research and Wellbeing provide a more complete picture of the roles of the modern zoo for the animals (both in situ and ex situ), human visitors and workforce, and to society more widely.

Beyond Personal Responsibility: Analyzing How Attributing Responsibility for Environmental Protection Can Hinder Action

Environmentalists face several challenges when communicating water quality hazards, especially those that are unseen to the naked eye. Grounded in the Extended Parallel Process Model, we analyzed how perceptions of conservation responsibility and the visualization of pollution affected perceived water quality threats, efficacy, and pro-environmental behavior outcomes. We conducted a 2 × 2 between-subjects controlled message-testing experiment with 502 adults from the Chesapeake Bay watershed. Individuals viewed personal or government attribution messages with fear or non-fear visuals to see how messages affected intentions to take part in a river clean-up day, enact environmentally friendly behaviors, and comment on public policy. Messages that promoted government responsibility and those that featured images of polluted water increased response efficacy, threat appraisals, fear, and intentions. Promoting personal responsibility yielded more limited effects. Furthermore, messages were less effective when they featured visuals of clean water. Implications include recommendations for using responsibility attribution messages in practice and engaging the public with information about unseen hazards.

How to coordinate the use and conservation of natural resources in protected areas: From the perspective of tourists’ natural experiences and environmentally responsible behaviours

One of the important purposes of opening protected areas to the public is providing tourists with natural experience products and education so as to stimulate their environmentally responsible behaviours (ERBs) and achieve sustainability. However, there are often contradictions between the recreational use of natural resources and eco-environmental protection, and scholars have not directly determined whether natural experiences always trigger tourist ERBs. To fill this gap, we study the formation of ERBs (including environmentally friendly behaviours, environmental concern-based behaviours and sustainable behaviours) by integrating the mechanisms of tourists’ experiences (including sensory experience, mental involvement and norm arousal) and their effects on ERBs. The results of a sample of 682 tourists at a National Nature Reserve in China affirm that there are spillover effects among tourists’ experiences and that tourists’ experiences influence ERBs. Sensory experience and norm arousal positively affect people’s environmentally friendly behaviours, their behaviours that are based on their concern for the environment and their sustainable behaviours. While mental involvement has a positive impact on environmentally friendly behaviours, a negative impact on sustainable behaviours, and no effect on people’s environmental concern-based behaviours. In addition, mental involvement and norm arousal play an important role in mediating the impacts of sensory experience on ERBs. This study explores the relationship between use and conservation of natural resources via tourists’ experiences and ERBs, and it reveals that tourists’ experience stays in mental involvement, which may not conducive to eco-environmental conservation in the protected areas. It opens the field for future research paths in the exploration of the paradox that emerges out of the natural experience and tourists’ ERBs and provides insights into and points to ecological implications for reserve managers and tourism operators.

PESAN KOMUNIKASI DALAM MEMBANGUN PERILAKU RAMAH LINGKUNGAN (Studi Kasus pada Komunitas Pulo Geulis di Kota Bogor)

Messages in a communication process can influence a person in making decisions, whether or not to perform certain behaviors. One of the important things to study is how the community treats their environment. This study aims to analyze how the use of message frames in building an environmentally friendly community and how the level of environmentally friendly behavior in the community. The location of this research is in a densely populated communities in the city of Bogor, namely Pulo Geulis which is located in the middle of the Ciliwung river. Data collection and analysis has been carried out since 2019 using a research instrument in the form of a questionnaire. The results showed that the types of message frames used in building environmentally friendly behavior were benefit messages, risk messages, and technical messages. The level of environmentally friendly behavior of Pulo Geulis residents is at the level of "environmentally friendly enough" at a percentage of 81%.

Pengaruh Green Trust, Green Price, dan Eco Brand Terhadap Keputusan Pembelian

The concept of green marketing has been widely accepted in both of academic and practical areas. This concept encompass all marketing activities developed to stimulate and maintain environmentally friendly attitudes and behaviors. Companies can use the concept of green marketing in formulating strategies to gain the competitive advantage. The purpose of this study is to determine the effect of Green Trust, Green Price, and Eco Brand on Purchase Decisions (Survey on Consumers of Eiger Products in Ponorogo Regency). By using accidental sampling technique, this research uses 100 customers of Eiger as respondents. The analysis used in this study using multiple linear regression analysis using the SPSS 22 program. This study proves that Green Trust, Green Price and Eco Brand have a positive and significant effect on purchasing decisions. In the case of Eiger Product in Ponorogo, the concept of green marketing is proven to be able to improve purchasing decision. The increasing of green marketing carried out by the company will further increase purchasing decisions.

PENINGKATAN PENDIDIKAN DAN PENGELOLAAN LINGKUNGAN HIDUP MELALUI GERAKAN PEDULI DAN BERBUDAYA LINGKUNGAN HIDUP DI SEKOLAH

Environmental Education is an effort to increase the knowledge, skills, attitudes, and actions of caring individuals, communities, organizations and various parties towards environmental problems for sustainable development for present and future generations. The Movement for Environmental Care and Culture in Schools, hereinafter referred to as the PBLHS Movement, is a conscious, voluntary, networked, and sustainable collective action carried out by schools in implementing environmentally friendly behavior. Adiwiyata is an award given by the Government, provincial government, and district/city government to schools that have successfully implemented the PBLHS Movement. Whereas based on the provisions of Article 28H paragraph (1) of the 1945 Constitution of the Republic of Indonesia, it is affirmed that the right of the community to a good and healthy living environment, which is followed up by its implementation in Law Number 32 of 2009 concerning Environmental Protection and Management, including through environmental management measures, supervision and law enforcement, as well as public education or environmental education for the community. That for the implementation of environmental education as intended, it is necessary to carry out a movement for environmental care and culture in schools. The importance of cooperation between OPD (Regional Apparatus Organizations) in carrying out a program, whether it is a Central or Regional program. Basically, everything can't work independently. All require cooperation and understanding so that the goal will be achieved. This paper challenges the theory of economic capital. It is not enough just to have economic capital to improve environmental cleanliness in schools, but social capital is needed. As in the Eastern region, namely in the Greater Tangerang Area, where the people are more modern and the Regional Head is more concerned and committed. Through Perwal (mayor's regulation) schools are required to participate in the Adiwiyata program and there are separate sanctions if they do not participate in the Adiwiyata program. Sanctions can be in the form of the Principal being shifted or replaced. With the power of the Mayor/Regent's policy, everything becomes “CAN”. When forced, everything becomes "CAN".

Study on the influence of environmental regulation on the environmentally friendly behavior of farmers in China

Rural environmental problems have become a prominent problem in the current environmental field that needs to be solved, and livestock breeding waste is an important problem to the rural environmental pollution management. The government has been combating environmental pollution by strengthening environmental regulation policies, but the effect of environmental regulation implementation needs to be improved. Therefore, exploring the intrinsic mechanism of environmental regulation on farmers’ environmental management behavior is an important way to realize the construction of rural civilization. This paper analyzes the influence of environmental regulations on meat duck farmers’ environmentally friendly behavior from the perspective of the “cost effect” and “Porter effect.” In addition, the potential role of risk perception is explored by analyzing the heterogeneity of farmers’ environmentally friendly behavior at different breeding scales. The results show an inverted U-shaped relationship between the intensity of environmental regulations and meat duck farmers’ environmentally friendly behavior; different environmental regulations significantly affect the environmentally friendly behavior of farmers. In these regulations, the guiding regulation plays a significant positive role in the resulting environmentally friendly behavior of farmers in terms of constraint regulation and incentive regulation. There is heterogeneity in the impacts of environmental regulation on the environmentally friendly behaviors of farmers of different scales. Risk cognition has a partial mediating effect on the effects of environmental regulations on farmers’ environmentally friendly behavior. The research not only enriches the study of environmental governance, but also its relevant findings have important guidance and reference significance for optimizing environmental regulation policies, promoting farmers’ cognition of waste environmental pollution management and implementation of environmentally friendly behaviors, and realizing low-carbon and healthy breeding of meat ducks.