Can agricultural brand participation enhance the entrepreneurial growth performance of new farmers?
To clarify the mechanism of agricultural brand participation in promoting the entrepreneurial growth performance of new farmers,based on a field survey data of 512 new farmers'entrepreneurship in three major agricultural provinces of Jiangxi,Henan and Anhui,regression analysis method and mediation effect model were used to analyze the impact,regulation and mediation effect of agricultural brand participation on the entrepreneurial growth performance of new farmers.Furthermore,propensity score matching(PSM)method was used for robustness testing.The results show that:The agricultural brand participation has a positive impact on the entrepreneurial growth performance of new farmers,and private brands have a greater impact than public brands.The scale of entrepreneurship and ecological concepts play a moderating role between agricultural brand participation and the entrepreneurial growth performance of new farmers.Brand premium partially mediates the relationship between the two,while brand trust does not play a mediating role.The robustness test shows that after eliminating the indigeneity of variables,the agricultural brand participation can still significantly promote the entrepreneurial growth performance of new farmers.Therefore,it is necessary to deepen the brand innovation awareness of new farmers and improve the trust of agricultural product brands,cultivate the green value concept of new farmers,promote the creation of green agricultural product brands,increase the government incentives for brand building of agricultural products,and increase the participation of new farmers in agricultural brand building.
participation of agricultural brandsentrepreneurship of new farmersgrowth performancePSM
国家科技期刊平台
NSTL
万方数据
