Abstract:
Promoting green production behaviors among farmers is of great significance for reducing agricultural pollution and achieving sustainable green development in agriculture. Against the backdrop of an imbalance between the supply and demand of socialized services, this paper uses 1, 124 micro-survey data from Hubei Province and, from the perspectives of production costs and service evaluations, explores the impact of effective supply of socialized services on farmers' green production behaviors and the differences therein. The results show that: First, the effective supply of agricultural socialized services has a significant positive impact on farmers' green production behaviors, while the situations of supply without demand, demand without supply, and neither supply nor demand all have significant negative impacts on farmers' green production behaviors. Second, there is a threshold effect on the driving effect of the effective supply of agricultural socialized services on farmers' green production behaviors. When household income is higher than 72, 000 yuan or the degree of land fragmentation is greater than 3.14, the promoting effect of the effective supply of socialized services on farmers' green production behaviors is more obvious. Third, from the supply side, transaction costs significantly enhance the positive impact of the effective supply of socialized services on farmers' adoption of green production behaviors, but economic costs play a significant negative moderating role. Fourth, from the demand side, positive evaluations significantly promote the positive impact of the effective supply of socialized services on farmers' green production behaviors, while negative evaluations significantly inhibit this positive effect. Therefore, ensuring the effective connection between the supply of socialized services and farmers' demands, conducting reasonable cost control, and actively promoting positive service evaluations are important measures to promote farmers' adoption of green production behaviors.