销售渠道对新型农业经营主体绿色农业参与度影响分析

【目的】分析绿色食品销售渠道对新型农业经营主体绿色农业参与度的影响，为提高新型农业经营主体绿色农业参与度提供实证依据与政策参考。【方法】通过问卷调查了解新型农业经营主体绿色农业生产行为、销售渠道选择、个人特征及外部环境等方面的情况，并采用多元回归分析方法分析销售渠道对新型农业经营主体绿色农业参与度的影响。【结果】多重共线性检验结果表明，性别、年龄、受教育年限、环保意识、经营规模、家庭劳动力人数、政府培训、政府补贴、信贷资金可获性和外包服务等变量的相关系数均小于0.500，说明变量间不存在多重共线性，可进行回归。多元回归结果显示，销售渠道和环保意识的回归系数分别为0.242和0.081，且在5%水平上通过显著性检验，说明其对新型农业经营主体绿色农业参与度的影响显著。户主的受教育年限和政府补贴的回归系数分别为0.016和0.180，且通过10%的显著性检验，表明上述2个变量对于新型农业经营主体绿色农业参与度也具有显著的影响，但影响程度不及销售渠道和环保意识强。其他因素如经营规模、家庭劳动力人数、外包服务等对新型农业经营主体绿色农业参与度则没有显著影响。【建议】政府应当出台政策，鼓励新型农业经营主体建立绿色农产品的销售渠道；提高农村的职业教育基础能力；增强新型农业经营主体的环保理念；对于采取绿色农业技术的新型农业经营主体进行补贴，增强其综合竞争能力。

Influence of sale channels on the green agriculture participation of new agricultural operators

【Objective】The paper aimed to provide empirical basis and policy reference for improving the green agriculture participation of new agricultural operators through analyzing the influence of green food sales channel on the participation of green agriculture of new agricultural operators.【Method】The survey mainly focused on the green agricultural production behavior，sales channel selection，personal characteristics and external environment of the new agricultural operators. Using the method of multiple regression analysis，the impact of sales channels on the participation of new agricultural operators in green agriculture was analyzed.【Result】The results of multicollinearity test showed that the correlation coefficients of variables such as gender，age，years of education，environmental awareness，business scale，number of family labor force，government training，government subsidies，availability of credit funds and outsourcing services were less than 0.500，indicating that there was no multicollinearity between variables and regression could be carried out. The regression coefficients of sales channel and environmental awareness were 0.242 and 0.081 respectively，and reached significance levels at 5%，indicating that they had significant impact on the green agriculture participation of new agricultural operators. The regression coefficients of education years and government subsidies of household heads were 0.016 and 0.180 respectively，and passed the significance test of 10%，indicating that these two variables had significant positive impact on the improvement of green agriculture participation of new agricultural operators，but the impact degree was less than that of sales channels and environmental protection awareness. Other factors，such as scale of operation，number of family labor force and outsourcing services，had no significant impact on the participation of green agriculture of new agricultural business entities.【Suggestion】The government should introduce policies to encourage local leading enterprises，cooperatives and traditional middlemen to establish sales channels of green agricultural products. A perfect modern rural vocational education system should be established to improve the basic ability of rural vocational education. And environmental protection publicity activities should be carried out to enhance the environmental protection concept of new agricultural operators，and encourage them participating in the ecological and environmental protection of green agriculture. The government should also give appropriate subsidies to new agricultural operator that adopt green agricultural technology to enhance their comprehensive competitiveness.