参与电商对猕猴桃种植户绿色生产转型的影响

The Impact of Participating in E-commerce onthe Transformation of Kiwifruit Growers’ Green Production

绿色生产转型是实现乡村振兴、促进农业转型升级的重要措施之一,电商发展或成为实现农业绿色生产转型的新推力。在利用有限混合模型测度猕猴桃种植户绿色生产转型程度基础上,使用LPM模型及工具变量法验证参与电商决策对猕猴桃种植户绿色生产转型程度的影响,并使用多值处理效应模型比较不同参与电商模式下猕猴桃种植户绿色生产转型程度的差异,研究发现:猕猴桃种植户绿色生产转型程度普遍较低,仅有18.82%的猕猴桃种植户由传统生产方式转型为绿色生产方式;参与电商显著促进了猕猴桃种植户的绿色生产转型,且参与平台电商模式比参与社交电商模式对猕猴桃种植户绿色生产转型的提升作用更明显。政府应该从加大宣传力度、强化监管力度和提高准入门槛等方面促进猕猴桃种植户实施绿色生产转型。

The green production transformation is an important basis for realizing rural revitalization and promoting agricultural transformation and upgrading,and e-commerce development may become a new thrust for realizing green production transformation in agriculture.Based on the limited mixed model to measure the degree of green production transformation of kiwifruit farmers,this paper uses the LPM model and instrumental variables method to verify the effect of participation in e-commerce decisions on the degree of green production transformation of kiwifruit farmers.In addition,a multi-valued treatment effects model was used to compare the differences in the degree of green production transformation among kiwifruit farmers under different participation patterns in e-commerce.The study found that the degree of transition to green production among kiwifruit farmers was generally low,with only 18.82%of kiwifruit farmers transitioning from traditional to green production methods.Participating in e-commerce significantly contributed to the green production transformation of kiwifruit growers,and participating in the platform e-commerce model had a more significant effect on the green production transformation of kiwifruit growers than participating in the social e-commerce model.So,the government should incentivize kiwifruit growers to implement green production transformation in terms of increasing publicity,strengthening supervision and raising access thresholds.