Abstract:

Green production is an important part of promoting the green transformation of agriculture, and is also a key link to achieve high-quality agricultural development. At present, the e-commerce of agricultural products is booming. This paper introduced the concept of green cognition to further explore the internal relationship between participation in e-commerce, green cognition and farmers' green production behavior. Based on the survey data of peach growers in Shanquan Town, Sichuan Province, the hierarchical regression method was used to analyze the impact of e-commerce participation and green cognition on farmers' green production behavior, and the robustness of the model was tested. The empirical results proved that participation in e-commerce could significantly promote farmers' green production behavior, and verified that green cognition had a complete intermediary effect in this process, which was reflected in three dimensions: technology, environment and product. In promoting farmers' green production transformation path, green technology cognition was the key, environmental protection awareness was the guarantee, and green product brand image was an important incentive. The government should promote farmers' green production behavior by increasing the support of agricultural products e-commerce technology and policies and improving farmers' green cognition.

Key words: participation in e-commerce, green cognition, green production behavior, mediating effect