Research On E-commerce Participation,Green Cognition And Farmers’ Organic Fertilizer Application Behavior

In order to solve the problems of food safety and agricultural non-point source pollution caused by the blind application of chemical fertilizers by farmers in the agricultural production process,China proposed the target of zero growth of fertilizer consumption in 2020 in 2015,and carried out actions of organic fertilizer promotion.Farmers have the decision-making power to apply fertilizers.Whether or not to apply organic fertilizers is mainly affected by their expectations of the stability of future income,and the Internet has a significant impact on agricultural income.Market information makes up for the lack of social capital of farmers.For farmers,e-commerce participation is an effective path.In the context of the development of "green agriculture",under the dual effects of rising social welfare and people’s hunger for food safety,market signals have shaped green awareness for farmers,and green awareness has reshaped farmers’ sentiment and value for land,resources and the environment Cognition,which in turn affects farmers’ adoption of organic fertilizer application techniques.In view of this,the purpose of this paper is to clarify the mechanism of e-commerce participation,green cognition and organic fertilizer application behavior,empirically verify the direct influence of e-commerce participation on farmers’ organic fertilizer application behavior and make targeted policy recommendations accordingly.Based on the survey data of 686 kiwifruit growers in Sichuan and Shaanxi provinces,this article takes the farmer’s organic fertilizer application behavior as the research object.First,the literature analysis method is used to understand the research trends of e-commerce participation,green awareness and farmer’s organic fertilizer application behavior;secondly,using field survey methods to explore the status and existing problems of farmers’ organic fertilizer application at the current stage;again,using the principal component analysis method to determine the index system of green cognition,using Bootstrap method to test e-commerce participation in the application of organic fertilizer to farmers The direct effect of behavioral impact and the indirect effect of e-commerce participation on farmers’ organic fertilizer application behavior through green awareness,in order to deeply analyze the key factors,degree of influence and path of action affecting farmers’ application of organic fertilizer;finally,according to theory and The empirical analysis results put forward policy recommendations to find an effective way to promote the sustainable development of green agriculture in China,the in-depth promotion of organic fertilizer substitution technology,and protect cultivated land,and to achieve the win-win goal of improving the ecological environment in rural areas and increasing farmers’ income and income.The main conclusions of the study are:(1)The application of organic fertilizer by farmers is better.In the field investigation,91.25% of farmers applied organic fertilizer in the agricultural production process,and 86.44% of farmers expressed their willingness to continue applying organic fertilizer.(2)The farmers’ e-commerce participation has a significant positive effect on the farmer’s organic fertilizer application behavior.Specifically,farmers’ e-commerce participation can promote farmers’ organic fertilizer application behavior and increase farmers’ organic fertilizer application rate.(3)Regarding the indirect effect of e-commerce participation on farmers’ organic fertilizer application,from the perspective of the measurement indicators of farmers’ green cognition,farmers’ policy cognition has a partial intermediary effect between agricultural product e-commerce and farmer’s application of organic fertilizer,and the intermediary effect accounts for 87.91%;farmer’s responsibility awareness has a complete intermediary effect between the agricultural product e-commerce and the farmer’s organic fertilizer behavior;the farmer’s environmental cognition does not have an intermediary effect between the agricultural product e-commerce and the farmer’s organic fertilizer application behavior.In summary,the direct effect of farmers’ e-commerce participation on farmers’ organic fertilizer application behavior is significant,and farmers’ green awareness has a partial intermediary role between farmers’ e-commerce participation and organic fertilizer application behavior.Therefore,farmers’ e-commerce participation is still a key factor influencing farmers’ organic fertilizer application behavior.In response to the above research conclusions,this article puts forward corresponding countermeasures and suggestions:First,strengthen the promotion of the e-commerce business model by improving the e-commerce promotion and promotion policies,setting reward mechanisms,and improving the e-commerce learning and training system for farmers;second,Strengthen the intermediary role of farmers’ policy cognition between e-commerce participation and farmers’ organic fertilizer application through special lectures on rural ecological environmental protection policies and organic fertilizer application technologies,and the use of government macro measures to purify the management order of the organic fertilizer market;Third,by accelerating the implementation of reasonable material incentives and subsidies for farmers engaged in green production,and guiding farmers to participate in the governance of the rural environment,strengthen the mediating role of farmer’s sense of responsibility for protecting the rural ecological environment between e-commerce participation and farmer’s application of organic fertilizers.