数字技术应用对粮农绿色生产技术采纳行为的影响研究

EFFECT OF DIGITAL TECHNOLOGY APPLICATION ON GRAIN GROWER’S BEHAVIOR OF GREEN PRODUCTION TECHNOLOGY ADOPTION

关键词:  数字技术应用  绿色生产技术  数字素养  粮农

Key words:  digital technology application  green production technology  digital literacy  grain growers

摘要:

目的 绿色生产技术是农业绿色发展的重要基础，数字技术应用为促进粮农采纳绿色生产技术提供了重要支撑。方法 文章基于江西省1 591份粮农微观调查数据，从农业产前数字信息获取和农资网络采购、产中数字技术使用和产后农产品电商销售4个维度探讨数字技术应用对粮农绿色生产技术采纳行为的影响，并探究了数字素养在其中发挥的调节效应。运用Ordered Probit模型进行分析，并进行了稳健性检验。结果 （1）数字技术应用会显著促进粮农采纳绿色生产技术。具体来看，数字信息获取、农资网络采购和数字技术使用均对粮农绿色生产技术采纳行为产生显著正向影响；农产品电商销售对绿色生产技术采纳行为的影响并不显著。数字技术应用能显著正向影响病虫害绿色防控技术采纳、有机肥施用和农膜农药包装物回收，对测土配方施肥技术采纳和秸秆粉碎还田的正向作用并不显著。（2）调节效应分析结果表明，数字素养在数字技术应用影响绿色生产技术采纳行为的过程中具有正向调节作用，数字技术应用对绿色生产技术采纳行为的影响会随着粮农数字素养的提高而不断增强。（3）异质性分析结果表明，数字技术应用对规模户绿色生产技术采纳行为的影响要比对小农户的影响大。结论 数字技术应用能显著促进粮农采纳绿色生产技术。据此，提出应深入推进数字技术应用、加强农户数字素养积累等政策建议。

Abstract:

Green production technology is an important basis for the green development of agriculture, and the application of digital technology provides an important support for promoting grain growers to adopt green production technology. Based on the data of 1 591 micro-surveys of grain growers in Jiangxi province, this paper empirically analyzed the influence of digital technology application on the adoption of green production technology of grain growers from four dimensions: digital information acquisition, online purchasing of agricultural materials, digital technology use and e-commerce sales of agricultural products, and analyzed the moderating effect of digital literacy. And the Ordered Probit model was used to analyze and test the robustness. The results were listed as follows. (1) The application of digital technologies significantly promoted the adoption of green production technologies of grain growers. Specifically, digital information acquisition, online purchasing of agricultural materials and digital technology use had significant positive effects on the adoption of green production technology of grain growers. The effect of e-commerce sales of agricultural products on the adoption of green production technology was not significant. The application of digital technology could significantly and positively affect the adoption of green pest control technology, organic fertilizer application and the recycling of agricultural film and pesticide packaging, while the positive effect on the adoption of soil testing and fertilizer application technology and straw pulverization was not significant. (2) The results of moderating effect analysis showed that digital literacy had a positive moderating effect on the process of digital technology application affecting green production technology adoption behavior, and the impact of digital technology application on green production technology adoption behavior would continue to increase with the improvement of digital literacy. (3) The heterogeneity analysis results showed that digital technology application had a greater impact on the adoption behavior of green production technology by large grain-households than by small-scale households. Therefore, the application of digital technology can significantly promote the adoption of green production technology of grain growers. Based on this, the paper puts forward some policy suggestions, such as promoting the application of digital technology and strengthening the accumulation of digital literacy of farmers.