农村电商参与对农户绿色生产行为的影响机制研究^*

Influence Mechanism of Rural E-commerce Participation on Farmers' Green Production Behavior

摘要

农户绿色生产行为是推动农业绿色转型的关键环节，对改善农村生态环境和促进农业可持续发展具有重要意义。随着信息通信技术在农业领域的发展与广泛应用，农村电商参与正逐渐成为创新农产品交易模式、变革农村生产生活方式的重要抓手，也为推动农业绿色发展注入新动力。文章以农资废弃物无害化处置为例，基于中国乡村振兴综合调查数据，采用Probit、LPM等估计方法，系统探究农村电商参与对农户绿色生产行为的影响及其作用机制。研究发现：农村电商参与显著提升农户无害化处置农资废弃物绿色生产行为的概率，且该影响存在平台类型异质性，电商平台销售的促进作用强于社交平台销售。交易平台的质量约束与溢价机制，是农村电商参与影响农户绿色生产行为的作用机制。农地经营规模可调节不同交易平台的影响效应：耕地规模较小时，两类平台均无显著影响；耕地规模扩张后，社交平台先于电商平台产生显著影响，但当规模超过临界值后其影响不再显著，而电商平台影响持续显著。鉴于此，提出深化电商平台差异化治理机制，强化政策协同与设施整合，完善网络平台支持体系的政策建议，以降低农业绿色转型成本，为乡村全面振兴与共同富裕提供实践参考。

Abstract

Farmers' green production behavior is a key driver of agricultural green transformation, playing a significant role in improving rural ecological environments and promoting sustainable agricultural development. With the development and application of information and communication technology in the agricultural field, online sales have become an important way for innovating agricultural product transaction models, transforming rural production and lifestyles, while also serving as new facilitators for promoting green development. Taking the harmless disposal of agricultural waste as an example, this study systematically examines the impact and mechanisms of rural e-commerce participation on farmers' green production behavior using data from the 2020 Comprehensive Survey on China's Rural Revitalization and estimation methods such as Probit and LPM. The study found that: First, rural e-commerce participation significantly increases the probability of farmers adopting green production behaviors such as the harmless disposal of agricultural waste. This effect exhibits heterogeneity across different transaction platforms, with e-commerce platform sales having a more pronounced impact than social media platform sales. Second, the quality constraints and premium mechanisms of transaction platforms constitute the underlying mechanisms through which rural e-commerce participation influences farmers' adoption of green production behaviors. Third, the effects of different platforms are moderated by farmland operation scale. Specifically, when the cultivated land area is small, neither platform has a significant impact. As the cultivated land area expands, social media platforms begin to exert a significant influence earlier than e-commerce platforms, but when the area achieves the critical value a certain scale, the impact of social media platforms diminishes, while that of e-commerce platforms remains significant. Based on this, policy recommendations are proposed to deepen the differentiated governance mechanisms of e-commerce platforms and strengthen the support network for policy coordination and facility integration, aiming to reduce the costs associated with agricultural green transition and provide practical references for comprehensive rural revitalization and common prosperity.

关键词

农产品电商 / 绿色生产 / 社交平台 / 电商平台

Key words

agricultural product e-commerce / green production / recycling / social platform / e-commerce platform

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基金资助

*教育部人文社会科学研究青年基金项目(21YJC790064)

国家自然科学基金面上项目(72273060)

中国农业科学院科技创新工程基础科学研究中心科学任务(CAAS-BRCAERD-2025-01)

国家自然科学基金青年项目(72403111)