| Summary: | Cultivated land systems have an enormous ecological function value with respect to water conversation, nutrient circulation and climate regulation. The people’s cognition, willingness and behavior may prove to be pivotal in ecologically protecting cultivated land. The purpose of this paper is to explore suppliers’ and demanders’ cognition, willingness and behavior with respect to the ecological protection of cultivated land. The second-order structural equation model was employed, and a five-point Likert scale was designed. Based on data obtained from a questionnaire surveyed on a sample of 460 (farming and no-farming households) from Caidian district, Wuhan, China, the results show that within/between suppliers and demanders, there are mismatches in willingness as well as behavior to ecologically protect cultivated land. In the suppliers group and in the demanders group, there are mismatches with respect to the interactive mechanism of cognition, willingness and behavior in the ecological protection of cultivated land. Three factors, subjective norms, attitude toward behavior, and perceived behavior control, affect willingness and behavior with respect to protection differently between the suppliers and the demanders. The “intermediary” effects of willingness and behavior in the ecological protection of cultivated land only appear in the demanders model, and are not significant in the suppliers model. In addition, another finding was that farmers’ behavior as suppliers and demanders of ecological protection of cultivated land were mismatched. The article contributes firstly to exploring the ecological protection of cultivated land from the perspective of suppliers’ and demanders’ subjective psychology. Farmers with “dual roles” as suppliers and demanders should pay more attention to the ecological protection of cultivated land. Their cognition and skills in the ecological protection of cultivated land are in need of improvement. It is also necessary to bridge the gap between suppliers and demanders; access to the knowledge of the ecological value of cultivated land will incentivize their behavior with respect to the ecological protection of cultivated land.
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