Market Incentives,Agricultural Product Certification And Green Production Technology Adoption Behavior Of Orange Farmers

In recent years,with the intensification of agricultural surface pollution,the threat of agricultural safety problems and the change of consumption structure in the agricultural market,green agriculture has become an inevitable trend in China’s agricultural development.It is the main development goal of green agriculture to pursue the growth of agricultural output value while protecting the ecological environment and achieving both economic and ecological benefits.Therefore,it is imperative to change the crude,inefficient and backward agricultural production methods and to promote safe,efficient and advanced green agricultural production technologies.As the main body of agricultural production,the most important thing to realize the green transformation of agricultural development is to change the consciousness behavior of orange farmers so that they can willingly adopt green production technology in the process of agricultural production.Therefore,it is important to study the factors that influence orange farmers’ production behavior in the process of agricultural production,clarify the mechanism of their influence,and then take measures to promote farmers’ adoption of green production technologies for the development of green agriculture.Based on the theory of farmers’ behavior and the theory of information asymmetry,this paper analyzes the basic characteristics of citrus farmers and their adoption of green production technologies in Sichuan Province based on the micro-survey data of citrus farmers in 7 cities and 10 counties(districts).Then,an ordered Probit model was used to study the factors affecting orange farmers’ adoption behavior of green production technologies,and the market incentives and agricultural certification factors were studied in depth to investigate their influence mechanisms,followed by the introduction of the interaction term between market incentives and agricultural certification to investigate the moderating effect of agricultural certification in market certification,and finally,countermeasure suggestions for improving farmers’ green production technologies were proposed.The main findings of this paper are:(1)Citrus growers in Sichuan Province have a medium level of adoption of green production technology,mainly middle-aged men with low education,small scale,and low household income level;(2)market incentives,such as price incentives,yield incentives,and quality incentives,have positive effects on orange farmers’ green production technology adoption behavior,while cost incentives have negative effects on orange farmers’ green production technology adoption behavior;(3)agricultural product certification has a significant positive effect on farmers’ green production technology adoption behavior.(3)agricultural product certification has a significant positive promotion effect on farmers’ green production technology adoption behavior;(4)agricultural product certification has a significant moderating effect on farmers’ green production technology adoption behavior in terms of market incentives.In response to the above findings,the following countermeasures are proposed:(1)Strengthen farmers’ awareness level of green production technology and increase technical training.(2)Widen farmers’ access to market information,and create and maintain a market environment of high quality and good price.(3)Encourage farmers to expand the scale of citrus planting through subcontracting,leasing,transferring and other land transfer methods,so as to realize intensive production and give full play to the scale benefits of green production technology.(4)further explore the government "green" subsidies,so that the government constraints and government incentives to grasp both.The government is biased towards restraint rather than incentive in promoting the adoption of green production technology.