市场信任对农户生物农药施用行为的影响 ——基于制度环境的调节效应分析

生产者市场信任缺失将导致绿色农产品供给严重不足，并由供给缺位引致食品供给侧结构性失衡。基于湖北省804份水稻种植户的微观调研数据，探讨了市场信任、制度环境对农户生物农药施用行为的影响。研究发现：（1）农户不仅对市场上售卖的农产品缺乏消费信任，而且缺乏绿色农产品生产信任，67.79%的样本农户对绿色农产品的市场销售表露担忧；（2）市场信任对农户施用生物农药行为具有显著的促进作用，与激励制度相比，市场约束制度对农户施用生物农药的影响更显著，且市场激励与约束制度能有效弥补农户市场信任不足；（3）政府和企业对农户生物农药施用行为的影响存在差异，企业和政府监管都能显著促进农户的生物农药施用，但企业对农户生产行为的约束效果要优于政府。因此，要提升农户的绿色农产品市场信任，加强激励与约束制度环境的建设，倡导多元共治以弥补政府职能的有限性。

Influence of Market Trust on Farmers’ Application Behavior of Biological Pesticides:Regulatory Effect Analysis Based on Institutional Environment

The lack of market trust in the producer will lead to the serious shortage of green agricultural products supply and lead to the structural imbalance of food supply side. Based on 804 survey data of rice growers in Hubei province, the influences of market trust and institutional environment on the application behavior of biological pesticides of farmers were discussed. The results show：（1）Farmers not only lack trust in the consumption of agricultural products sold on the market, but also lack trust in the production of green agricultural products. 67.79% of the sample farmers are worried about the market sales of green agricultural products. （2）Market trust can significantly promote farmers’ application of biological pesticides. Compared with incentive, constraint system has a greater impact on farmers’ behavior, and market incentive and constraint system can effectively supplement farmers’ lack of market trust. （3）Governments and enterprises have different influences on farmers’ application of biological pesticides. Both enterprises and governments can significantly promote farmers’ application, but the effect of enterprises’ constraint on farmers’ green production is better than government. Therefore, it is extremely necessary to enhance farmers’ trust in the green agricultural product market, strengthen the construction of market institutional environment, and advocate multi-governance to make up for the limitation of government functions.