国家香蕉产业技术体系经济岗位的论文“Social media participation, low-carbon agricultural practices and economic performance of banana farmers in Southern China”于2021年12月在国际学术期刊《Frontiers in Psychology》（SSCI，Q2，IF=4.232）发表。该项工作得到了财政部和农业农村部：国家香蕉产业技术体系（CARS-31）的支持。

作者：杨琦；朱月季*；王芳

题目：短视频社交参与、低碳农业实践措施与中国南方香蕉农户的经济表现

摘要：低碳农业实践（LAPs）可以减少发展中国家农场的农业生产中的碳排放。然而，短视频社交媒体的新兴作用在农民中传播LAPs的过程中还没有得到足够的重视。基于中国南方香蕉农户的调研数据，本研究首先尝试用零截断Poisson模型考察农民参与短视频社交媒体对其LAPs采纳强度的影响，并通过内生-处理Poisson回归模型明确短视频社交媒体参与形式对LAPs采纳强度的平均处理效应，然后用分位数回归模型讨论LAPs的经济绩效表现。结果表明，短视频社交媒体的参与可以显著提高农民对LAPs的采纳强度。具体来说，处理组（参与短视频社交媒体的农户）的LAPs采纳强度是对照组（没有参与短视频社交媒体的农户）的1.1倍左右；短视频社交媒体上的每项活动（包括观看、点赞、转发、评论和发布）都对农民的LAPs采纳强度产生了积极影响。此外，农民采用LAPs增加了他们的家庭收入，对于那些收入水平较高的农民来说，这种收入效应尤为明显；参与短视频社交媒体显著促进了低收入水平的农民的家庭收入的提高。我们的研究结果强调了短视频社交媒体在发展中国家农民中传播LAPs和农民家庭收入增长中的重要作用。因此，政策制定者可以制定相关策略，鼓励农民参与新的短视频社交媒体平台，分享知识并采用更多的LAPs以实现农业可持续性。

Abstract:

Low-carbon agricultural practices (LAPs) can reduce carbon emissions in agricultural production for farmers in developing countries. However, the role of emerging social media has not received enough attention in the diffusion of LAPs among farmers. This study first attempts to examine the impact of farmers’ social media participation on their adoption intensity of LAPs using the Zero-truncated Poisson model and specify the effect of each participation activity on social media by the endogenous-treatment Poisson regression model, then discuss the economic performance of LAPs using the quantile regression model, based on the primary data collected from banana farmers in Southern China. The results show that social media participation exerts a positive and significant effect on farmers’ adoption intensity of LAPs. Specifically, the adoption intensity of LAPs in the treated group who participated in the short-video social media is about 1.1 times higher than that in the control group. The treatment effects of the five activities (watch, like, forward, comment, and release) on farmers’ adoption intensity of LAPs are positive and significant. We also find that adoption of LAPs can increase household income of farmers, and the effect presents particularly significant for those at the higher income level. Whilst, Social media participation can significantly increase household income of farmers who are at the lower income level. Our findings underscore the important role of social media in the diffusion of LAPs among farmers and income growth of households in developing countries. Thus, supportive strategies can be designed by policymakers for encouraging farmers to participate the emerging social media platforms and adopt more LAPs in agricultural production.

Yang, Qi, Zhu, Yueji, and Wang, Fang (2021). Social media participation, low-carbon agricultural practices, and economic performance of banana farmers in Southern China. Frontiers in Psychology，2021，790808.

全文链接：

https://doi.org/10.3389/fpsyg.2021.790808

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