电商参与对鲁甸蓝莓种植户绿色生产经济行为的影响研究

Research on the Impact of E-commerce Participation on the Green Production Economic Behavior of Blueberry Planters in Ludian

为实现绿色农业增收,提高种植户绿色生产经济绩效,以云南昭通市鲁甸县蓝莓种植为研究对象,通过选取绿色生产效益和绿色生产技术效率作为应变量,电商参与决策、电商参与模式和电商参与程度作为自变量,户主年龄、受教育程度等8个变量作为控制变量,绿色生产技术采纳作为中介变量,并构建Tobit模型、分位数回归模型、中介效应检测模型,开展了电商参与对蓝莓种植户绿色生产经济行为的影响研究。结果表明,电商参与决策、电商参与模式、电商参与程度显著正向影响蓝莓种植户绿色生产效益和绿色生产技术效率,且绿色生产技术采纳程度在其中发挥了部分中介作用。基于上述结论提出以下建议:加强电商宣传力度,提高种植户参与电商意识;合理引导电商参与,发展多元化电商;加强绿色生产技术带头作用,促进绿色生产转变。

In order to achieve income increase in green agriculture and improve the economic performance of green production for growers,taking blueberry planting in Ludian County,Zhaotong City,Yunnan Province as the research object,by selecting green production efficiency and green production technology efficiency as de-pendent variables,e-commerce participation decision-making,e-commerce participation mode,and e-com-merce participation degree as independent variables,8 variables such as the age and education level of the head of household as control variables,and green production technology adoption as intermediary variables,The Tobit model,quantile regression model,and intermediary effect detection model were constructed to con-duct research on the impact of e-commerce participation on the economic behavior of blueberry growers in green production.The results show that e-commerce participation decision-making,e-commerce participation mode,and e-commerce participation degree significantly and positively affect the green production efficiency and green production technology efficiency of blueberry growers,and the adoption degree of green production technology plays a partial intermediary role in it.Based on the above conclusions,the following suggestions are put forward:strengthen the propaganda of e-commerce and improve the awareness of farmers to participate in e-commerce;reasonable guide farmers to participate in the e-commerce and develop diversified e-com-merce;strengthen the leading role of green production technologies and promote the transformation of green production.