Can participation in e-commerce promote the green production of facility vegetable growers?based on a micro-survey of five cities and 11 counties in Shandong Province
Guiding facility vegetable growers to realize green transformation is the key to ensuring the safety of the'vegetable basket'of a country.Nevertheless,the scattered production of vegetables in facilities in China is not easy to supervise by the government and consumers,and the illegal use of chemical fertilizers and pesticides by farmers prevails.It is difficult to achieve the above goals only from the production side.To this end,starting from the sales side and based on the micro-survey data of five cities and 11 counties in Shandong Province,this study used propensity score matching and an intermediary model to examine the impact of e-commerce partici-pation on the green production behavior of vegetable growers in facilities.The results showed that:① The probability of green produc-tion behavior adopted by vegetable growers participating in e-commerce was 23.7%higher than that of farmers not participating in e-commerce.The conclusion was still valid after the endogeneity was controlled by the instrumental variable method.From the perspec-tive of participation intensity,high-intensity participation could better improve the green production level of facility vegetable growers than low-intensity participation could.From the perspective of participation mode,platform e-commerce had a stronger effect on the green production behavior of facility vegetable growers than social media-based e-commerce.② The heterogeneity analysis found that crop category,operation scale,and risk preference would lead to the differentiation of impact effects,and participation in e-commerce had a particularly significant impact on the green production behavior of medium-scale,risk-preference,and root and tuber facility vege-table growers.③ Mechanism analysis found that price expectation incentive,transaction cost saving,information access convenience,and quality reputation evaluation were the intermediary channels for participating in e-commerce to affect the green production behav-ior of vegetable growers,and the intermediary effect accounted for 20.48%,16.60%,8.28%,and 10.63%,respectively.Therefore,it is proposed that selling facility vegetables through e-commerce channels should be encouraged,and participating in e-commerce in a di-versified manner should be increased.In the process of e-commerce promotion,it is necessary to comprehensively consider crop catego-ry,operation scale,risk preference,and other group heterogeneity characteristics to develop differentiation strategies.The improvement of the price incentive mechanism and transaction cost-saving mechanism of green facility vegetables should be highlighted.Measures should be taken to broaden the information access channel of farmers,and close attention should be paid to the feedback of consumers'quality evaluation.
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