友好型标签能促进农药减量吗?--来自随机干预实验的证据

Can Friendly Labels Reduce Pesticides Use?Empirical Evidence from a Randomized Controlled Trial

基于一项随机干预实验,本文实证分析了友好型标签对农药减量的影响。结果表明:友好型标签显著增加了农户依据农药标签兑药的可能性,并显著提高了农户根据标签信息计算兑药量的准确性。虽然在平均水平上未发现友好型标签对降低实际兑药量有显著影响,但对不信任农药零售商的农户来说,其减量效果十分显著。这表明,至少对于这部分农户,通过友好化设计激活“失能”标签可以显著减少其对农药零售商的依赖,从而有利于农药减量。本文研究对相关文献中“标签无用论”的普遍观点提出了质疑,认为只注重信息“告知”而不关心接受者认知的标签管理规范是导致“标签无用”的重要原因,对农药标签进行友好化设计可以提高标签信息传递的有效性。

This article empirically evaluates the impact of friendly pesticide labels on pesticide reduction based on a randomized controlled trial.The results show that friendly labels can significantly increase the probability of farmers relying on the label information for pesticide usage and improve the accuracy of farmers’pesticide dosage calculations.Although friendly labels have no significant impact on reducing the actual dosage on average,for farmers who do not trust pesticide retailers,the reduction effect is very significant.This implies that at least for these farmers,pesticide labels through friendly design can significantly reduce their dependence on pesticide retailers,which is conducive to pesticide reduction.This article challenges a general view of“label uselessness”in the relevant literature and holds that the label management norms that only focuses on“displaying information”instead of recipients’cognition is the root cause of label uselessness.