How does e-commerce participation improve citrus farmers’ adoption level of green control technique (GCT): evidence from China
摘要
Green control technique (GCT) performs a pivotal role in safeguarding food security and preserving the ecological sustainability. Grounded in an analytical framework linking e-commerce participation to GCT adoption, this paper assessed the impact and contributions of e-commerce participation on citrus farmers’ GCT adoption level using the Oprobit model and Shapley value decomposition. Drawing on a sample of 619 citrus farmers in Sichuan province, China, we further address endogeneity via an IV-Oprobit approach and elucidate impact mechanisms through Bootstrapped moderated mediation analysis. The results show that: first, e-commerce participation, resilience capacity and market support collectively promote the GCT adoption level, with contribution rates of 24.61%, 20.39%, and 15.50%, respectively. At the dimensional level, the behavioral participation exhibits the highest contributes (10.01%), while social interaction shows minimal influence (0.45%). Moreover, the marginal effects of e-commerce participation and resilience capacity on the adoption of four GCTs combination by citrus farmers are 4.035% and 3.326%, respectively. Second, e-commerce participation elevates the GCT adoption level by strengthening resilience capacity, and the mediation effect accounts for 39.86%. Third, the agricultural material market and price stability in market condition positively moderate the mediating pathway, i.e., the more developed the material market and the more stable the price, the greater resilience capacity’s the impact on GCT adoption.