| Regional public brands can give full play to the function of "information transmission" to convey high-quality and excellent agricultural products to consumers,break the shackles of the "lemon market",encourage farmers to adopt green production behaviors,and improve the quality and safety of agricultural products.Based on field survey data,this paper uses Heckman two-stage model to empirically analyze the influence of regional public brand building on tea farmers’ green production behavior adoption decision and adoption degree,and further uses the intermediary effect model to verify the influence mechanism of tea farmers’ participation in regional public brand building on tea farmers’ green production behavior.The results showed that:(1)The overall green production behavior of the sample tea farmers in the survey area had a good effect,and the proportion of tea farmers who participated in regional public brand building to adopt green production behavior was higher than that of tea farmers who did not participate in regional public brand building.(2)The higher the cognition of tea farmers to regional public brands,the more inclined they are to adopt green production behaviors.(3)Green production behavior of tea farmers is also affected by other factors,including the cultural level of tea farmers,government subsidies,village cadres,planting acres,government pesticide supervision and other factors.(4)Regional public brand building through product quality certification and industrial organization supervision,thus indirectly affecting the adoption of green production behavior of tea farmers decision-making and adoption degree.Based on the research results obtained from the above analysis,the following countermeasures and suggestions are put forward: First,improve the brand standard mechanism of regional public brands,carry out multi-level and multi-channel brand standard publicity work,improve the cognition of brand standards of tea farmers,and strengthen the leading role of brand standards in green production of tea farmers.The second is to cultivate leading enterprises,cooperatives and other industrial organizations,stimulate the inherent vitality of brand development,and play their supervisory role in brand building.The third is to establish a sound reward and punishment mechanism to strengthen the guiding role of tea farmers in green production in the form of subsidies and pesticide supervision.Finally,increase the promotion intensity of product quality certification,simplify the certification process of product quality certification,reasonably guide tea farmers to carry out product quality certification,and then effectively promote tea farmers to adopt green production behavior. |
