社会网络、服务嵌入与农户绿色生产行为研究——基于有调节的中介效应模型检验

SOCIAL NETWORKS, SERVICES EMBEDDING AND FARMERS’ GREEN PRODUCTION BEHAVIORS: BASED ON THE MEDIATED EFFECT MODEL TEST

关键词:  农户  绿色生产行为  社会网络  农业社会化服务  经营规模

Key words:  farmers  green production behaviors  social networks  agricultural socialized services  operational scale

摘要:

目的 分析农户社会网络对其绿色生产行为的影响，并深入剖析影响机制，以期为推动农户采纳绿色生产行为提供有益建议。方法 文章运用中国土地经济调查（CLES2022）数据，通过有序Probit模型与中介效应检验模型，实证检验了社会网络、农业社会化服务与农户绿色生产行为之间的关系。同时，通过有调节的中介效应模型，进一步探究了经营规模在这一关系中的影响。结果 农户的社会网络对其采纳绿色生产行为具有显著的正向促进作用。农业社会化服务是社会网络促进农户采纳绿色生产行为的作用路径，同时适度经营规模在该作用路径中起正向调节作用。相较于更可能自发进行绿色生产的大规模农户，社会网络在促进小规模农户采纳绿色生产行为中的作用更为显著。结论 基于此，从重视农户社会网络关系的构建与维护，加大对农业社会化服务的政策扶持力度，推动农地有序流转，破解细碎化经营难题三方面提出促进农户采纳绿色生产行为的对策建议，从而推动农业生产的绿色转型。

Abstract:

This study aims to analyze the impact of farmers' social networks on their green production behaviors and deeply explores the underlying mechanisms, with the goal of providing useful suggestions to promote farmers' adoption of green production practices. Utilizing the data from the China Land Economic Survey (CLES2022), an ordered Probit model and mediation effect test model were employed to empirically examine the relationships among social networks, agricultural socialized services, and farmers' green production behaviors. Additionally, a moderated mediation model was applied to further explore the influence of operational scale. The results indicated that farmers' social networks had a significant positive effect on their adoption of green production behaviors. Agricultural socialized services served as a conduit through which social networks promoted farmers' adoption of green production practices, and the appropriate operational scale played a positive regulating role in this action path. Compared to larger-scale farmers who were more likely to engage in green production spontaneously, social networks played a more pronounced role in promoting the adoption of green production behaviors among smaller-scale farmers. Based on these findings, suggestions are proposed to promote the adoption of green production behaviors among farmers through three strategic dimensions: emphasizing the establishment and maintenance of farmers' social network relationships, enhancing policy support for agricultural socialized services, and promoting orderly farmland circulation to mitigate the challenge of fragmented farming, thereby promoting the green transformation of agricultural production.