| At present,intensive agricultural management is developing rapidly,and new agricultural operators such as family farms,large specialized households,agricultural enterprises and farmers cooperatives are getting stronger.On the one hand,because of the large-scale production and management of new agricultural operators under intensive agricultural production,a large number of pesticides and fertilizers in intensive agricultural production become the main sources of agricultural non-point source pollution.And the large-scale production of agriculture and the separation of farming and breeding management mode of new agricultural operators also accelerate the speed of resource consumption,weaken the self-purification ability of agricultural ecological environment,causing a serious threat to agricultural and rural ecology.On the other hand,new agricultural operators are usually with good technical conditions and resource base of agricultural industrialization modernization,which is the new force of realizing China’s agricultural green development.However,the existing research pointed out that there were contradictions and limitations in the development of leading enterprises of new agricultural operators,such as single industrial structure,large quantity and scale but low economic efficiency,low degree of green technology adoption,less green and organic brand certification and waste disposal confusion.In this context,it is urgent to clarify a series of factors affecting the agricultural green development behavior of new agricultural operators and their mechanism of behavior on the performance of agricultural green development,so that green and efficiency can become the internal driving force of agricultural high-quality development.Based on these,in view of the particularity and complexity of agricultural green development behaviors of new agricultural operators,this paper systematically analyzed the relationship between agricultural green development behaviors of new agricultural operators and their influencing factors and agricultural green development performance by comprehensively adopting literature analysis,in-depth interview,structural equation model,mathematical modeling based on differential game and other methods.Then suggestion of promoting the behavior and performance of agricultural green development of new agricultural operators are put forward.Our research work is as follows:First,considering the typical and exemplary role of the research object,Jiangsu Province,which has a good foundation of agricultural intensification and green development,is selected as the typical province for field investigation.In-depth interviews and semi-structured interviews were conducted with several representative new agricultural operators in central,southern and northern Jiangsu,respectively.Based on the grounded theory method,factors affecting the agricultural green development behavior of new agricultural operators were extracted.Second,on the basis of defining the agricultural green development performance of the new agricultural operators,through theoretical analysis and the basic paradigm of antecedent-process-consequence of behavioral research,the overall theoretical model of the influencing factors of agricultural green development behavior,agricultural green development behavior and influencing factors on agricultural green development performance was put forward.Third,the structural equation model was adopted to analyze the effects of influencing factors on agricultural green development behavior of new agricultural operators,and the effects of new agricultural operators’ agricultural green development behavior and influencing factors on the agricultural green development performance.And then the possible regulating role of green culture and green trust in the transformation path of willing-behavior and the promotion path of behavior-performance was further explored.Forth,on the basis of mechanism analysis and empirical research,a game modelbased study on agricultural green development behavior and performance of new agricultural operators was carried out to explore the influence process of different government subsidy policies and guidance strategies on agricultural green development behavior and performance of new agricultural operators under the context of considering the greenness of agricultural products and consumers’ green preferences.Finally,the corresponding scientific and feasible countermeasures and suggestions were put forward by combining the results of empirical analysis and game analysis.According to the above research,the main conclusions of this paper are as follows:(1)The influencing factors of agricultural green development behavior of new agricultural operators mainly consist of attitude,subjective norms,perceived behavioral control,willingness,green values,green culture and green trust of leaders.Among them,the attitude represents that new agricultural operators find that green agricultural products are with high brand value and more benefits of green development.Subjective norms,namely the pressure from government environmental regulation,government support,market drive and public supervision on the green development of agriculture.Perceptual behavior control is the support of green development ability,green technology and experience of new agricultural operators.Willingness is their plan and strategy for agricultural green development.In addition,leaders’ green values,green culture and green trust may also play an important role in the generation of agricultural green development behavior of new agricultural operators.(2)From the results of full samples,among the factors influencing agricultural green development behavior of new agricultural operators,the attitude and willingness of new agricultural operators towards agricultural green development and the leaders’ green values of have a significant positive impact on their agricultural green development behavior.The willingness of agricultural green development plays a completely mediating role between new agricultural operators’ perceived behavioral control and their agricultural green development behavior.The mediating effect of green culture and green trust on the willingness of agricultural green development neither play a moderated role,and there is insignificant effect in the willingness-behavior gap of new agricultural operators to adopt agricultural green development.(3)From the results of regional samples,among the factors influencing green development behavior of new agricultural operators,the perceived behavioral control and willingness of new agricultural operators under the samples of southern,central and northern Jiangsu had a significant positive impact on their green development behavior.However,the leaders’ green values and willingness,as well as the attitude and behavior of t new agricultural operators in agricultural green development only showed significant correlation in the South of Jiangsu Province.(4)With full samples,agricultural green development behavior of new agricultural operators has a significant positive effect on the performance,while the results of the regional test show that this conclusion is not supported in southern Jiangsu.Green culture and green trust in the full sample play insignificant role in moderating the relationship between agricultural green development behavior and performance of new agricultural operators,while played a strengthening and promoting role in the middle of Jiangsu Province.(5)The subsidies of agricultural green development provided by the government,the green preference of consumers and the government-enterprise cooperative mode could promote agricultural green development behavior and performance of new agricultural operators.Therefore,the government should strengthen the top-level design,optimize the regulation and subsidy means,and promote the cooperation between the government and the new agricultural operators in agricultural green development.It is also necessary to build a cooperative system of supply and demand of green agricultural products based on shared interests and a green trust system of agricultural products based on market signals.At the same time,standardization should be used to promote the high-quality development of new agricultural operators,and the Tou Yan project should help the green development of new agricultural operators. |
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