Study On The Influence Of E-commerce Participation On The Fertilization Behavior Of Fruit And Vegetable Farmers

Agricultural green production is an important issue in realizing sustainable agricultural development in China.In 2015,the Ministry of Agriculture formulated the "Action Plan for Zero Growth of Fertilizer Use by 2020",vigorously promoting the reduction of fertilizer in agricultural production,and actively exploring the development of modern agriculture with high yield,high efficiency,safe production,resource saving and environmental friendliness.In 2017,the Ministry of Agriculture launched a campaign to replace organic manure in fruit,vegetable and tea.By the end of 2020,China has achieved the expected goal of reducing the amount of chemical fertilizer and increasing its efficiency.The next step is to increase the utilization rate of chemical fertilizers and pesticides by 3 percentage points by 2025,so as to promote a comprehensive green transformation of agricultural production.In addition,with the popularization of rural Internet and the effective connection of rural logistics system,the efficient information communication ability alleviates the problem of information asymmetry under the traditional sales mode of farmers,reduces the intermediate link and promotes the increase of farmers’ income,which will further promote the reform of farmers’ green production mode.Therefore,under the background of green production with fertilizer reduction and under the help of rapid development of informatization,this study discusses the influence and mechanism of e-commerce participation on agricultural production terminal,which is of great significance for promoting green production of farmers and promoting high-quality development of agriculture.In this study,farmers’ fertilization behavior was taken as the research object.The fertilization behavior and e-commerce participation behavior of fruit and vegetable farmers in Anhui and Shandong provinces were investigated.Using 376 data of fruit and vegetable farmers,based on farmer’s behavior theory,green development theory,information asymmetry theory and transaction cost theory,multiple linear regression method was used to build an econometric model of e-commerce participation in farmer’s fertilization behavior,and the intermediary effect was used to analyze the mechanism of e-commerce participation in farmer’s fertilization behavior.The results showed that the construction of Internet infrastructure in the research area needed to be improved,the promotion of e-commerce of agricultural products was not in place,and the general lack of e-commerce skills of fruit and vegetable farmers.At the same time,according to the empirical results,it can be seen that the participation of farmers in e-commerce in the sample area has a significant positive impact on their application of organic fertilizer.Participation in e-commerce can affect farmers’ organic fertilizer application behavior by influencing their price expectations and pursuit of word-of-mouth effect,and the intermediary effect of the two is 21.92% and 25.73%,respectively.Based on this,the following six policy recommendations are put forward:first,strengthen infrastructure construction,improve the network adoption rate and penetration rate;Second,strengthen the publicity and promotion of e-commerce of agricultural products,improve farmers’ e-commerce skills;Third,optimize the platform quality supervision mechanism,improve the agricultural products e-commerce trading environment;Fourthly,standardize the evaluation system of e-commerce and strengthen the intermediary role of customer word-of-mouth;Fifth,ensure the quality premium of agricultural products,strengthen the intermediary role of price expectations;Sixth,"according to local conditions" to regulate fertilizer behavior,expand the scale of agricultural technology demonstration.