基于新媒体营销的苹果种植户绿色生产行为增收效应分析

基于山东省烟台市405名苹果种植农户的实地调查数据，对绿色生产行为采纳对收入的影响效应以及新媒体营销对绿色生产行为增收过程中的中介效应进行实证分析，并讨论了绿色生产行为采纳对不同收入农户的影响差异和机制。研究发现，绿色生产行为采纳可以显著提升苹果种植户收入，即绿色生产行为采纳对农户增收效应具有显著的正向影响，并且对于低收入农户的增收效应显著高于中高收入农户；新媒体营销是促进苹果种植户绿色生产行为增收的中介变量，其间接影响占比为53.49%，表示农户采纳新媒体营销的渠道越多，对于农户增收效应的正向影响越强。因此，增强农户绿色生产行为增收效应需要加强政策支持和新媒体营销参与，强化政策帮扶精准度，以期实现农户增收致富。

Analysis of the Effect of Green Production Behavior of Apple Growers on Increasing Income based on New Media Marketing

Based on the field survey data of 405 apple farmers in Yantai City, Shandong Province, this paper empirically analyzes the impact of green production behavior adoption on income and the mesomeric effect of new media marketing in the process of green production behavior income increase, and discussed the differences and mechanisms of the impact of green production behavior adoption on different income farmers. Research has found that the adoption of green production behavior can significantly increase the income of apple growers, which means that the adoption of green production behavior has a significant positive impact on the income increase effect of farmers, and the income increase effect for low-income farmers is significantly higher than that of high-middle income farmers. New media marketing is an intermediary variable that promotes the green production behavior of apple growers to increase their income. Its indirect impact accounts for 53.49%, indicating that the more channels farmers adopt new media marketing, the stronger the positive impact on the income increase effect of farmers. Therefore, to enhance the income increasing effect of green production behavior among farmers, it is necessary to strengthen policy support and participation in new media marketing, enhance the accuracy of policy assistance, in order to achieve increasing income and prosperity for farmers.