国家林业和草原局管理干部学院学报

推动农业生态产品价值实现是缓解生态压力、促进乡村可持续发展的重要途径。农户作为核心主体，其转化意愿是价值实现的关键。研究构建综合农户认知、资本禀赋与政府规制的分析框架，利用西北地区1013份农户调查数据展开实证检验。研究发现：(1)农业生态产品认知是驱动农户转化意愿的核心因素，其中产品优势与经济价值认知作用显著；(2)资本禀赋通过增强农户资源掌控能力对转化意愿产生持续促进作用；(3)政府规制虽整体有效，但存在显著区域异质性，陕西、新疆等地区政策响应度明显高于其他区域。激发农户内生动力并优化外部制度环境对价值转化至关重要，通过认知干预、精准赋能与差异化规制相结合的系统性政策，逐步提升农户参与意愿与转化能力。

Promoting the realization of the value of agricultural ecological products is an important way to alleviate ecological pressure and promote sustainable rural development. As the core subject, farmers' willingness to transform is the key to value realization. Research and construct an analytical framework that integrates farmers' cognition, capital endowment, and government regulation, and conduct empirical tests using 1 013 micro survey data of farmers in the northwest region. Research has found that:(1) The recognition of agricultural ecological products is the core factor driving farmers' willingness to convert, among which product advantages and economic impact recognition play a significant role;(2) Capital endowment has a sustained promoting effect on the willingness to transform by enhancing farmers' ability to control resources;(3) Although government regulation is overall effective, there is significant regional heterogeneity, with policy responsiveness in regions such as Shaanxi and Xinjiang being significantly higher than in other regions. Stimulating the endogenous motivation of farmers and optimizing the external institutional environment are crucial for value transformation. Through a systematic policy combining cognitive intervention, precise empowerment, and differentiated regulation, farmers' willingness to participate and transformation ability can be gradually enhanced.