电商参与促进农户绿色生产吗?——基于3省4县812户果农的实证研究

Does participating in E-commerce promote farmers’ green production:an empirical study based on 812 fruit farmers in four counties of three provinces

农业绿色生产是保障中国农产品质量安全、缓解生态环境恶化问题的根本路径。虽然学术界对影响农户绿色生产行为的因素进行了较为丰富的研究,但人们对农产品电商与果农绿色生产之间的关系知之甚少。因此,文章深入探讨了电商参与和果农绿色生产行为的关系及其影响机制,并基于三省四县812份实地调研的农户数据,运用RBP模型进行实证检验,然后对结果的稳健性与异质性展开探讨。研究发现:(1)电商参与能够提高果农绿色生产的实施概率,处理组平均处理效应为24.7%,通过更换模型和替换解释变量等一系列方法进行稳健性讨论后,上述基准结论稳健可靠。(2)电商参与对不同绿色生产行为的处理效应存在差异,按照ATT数值由大到小依次为:严格按照标准施药、物理防控措施、生物防控措施。(3)电商参与能够通过提升绿色生产认知、提高农产品价格预期和追求消费者正向口碑影响果农实施绿色生产行为。因此,应加大农产品电商宣传与推广力度,提高果农电商参与程度;与此同时,应确保农产品电商在通过实施绿色生产提升农产品质量并获得质量溢价方面的有效性,进而促进电商参与率与绿色生产实施率协同提高。此外,应强化政府在果农绿色生产上的引导作用。

Agricultural green production is the fundamental way to ensure the quality and safety of agricultural products and alleviate the deterioration of China’s ecological environment.Although academia has conducted abundant research on the factors affecting farmers’ green production behavior,little is known about the relationship between agricultural product e-commerce and fruit farmers’ green production.Therefore,this article explored the relationship between E-commerce participation and fruit farmers’ green production behavior and its impact mechanism.Then,based on 812 field survey data collected from four counties of three provinces,the RBP model was used for an empirical test.Finally,the robustness and heterogeneity tests were performed.And the following conclusions were drawn:(1) E-commerce participation could improve the probability of fruit farmers’ green production implementation,and the average treatment effect of the treated(ATT) was 24.7%.Moreover,the above benchmark conclusions were robust and reliable after robust discussions through methods such as replacing models and replacing explanatory variables.(2) There were differences in the treatment effects of E-commerce participation on different green production behaviors,and these differences were shown in descending order according to the value of ATT as:strictly following the standard pesticides application,physical control measures,and biological control measures.(3) E-commerce participation could encourage fruit farmers to implement green production behaviors by enhancing green production awareness,raising agricultural product price expectations,and pursuing a positive consumer reputation.Therefore,it is necessary to increase the publicity and promotion of agricultural product E-commerce,thereby increasing the participation of fruit farmers in E-commerce.Meanwhile,it is also necessary to ensure the effectiveness of agricultural product E-commerce in improving the quality of agricultural products and obtaining a quality premium by implementing green production so as to promote the synergistic improvement of the participation rate of E-commerce and the implementation rate of green production.In addition,the guiding role of the government in green production should be strengthened.