Influence of sale channels on the green agriculture participation of new agricultural operators

【Objective】The paper aimed to provide empirical basis and policy reference for improving the green agriculture participation of new agricultural operators through analyzing the influence of green food sales channel on the participation of green agriculture of new agricultural operators.【Method】The survey mainly focused on the green agricultural production behavior，sales channel selection，personal characteristics and external environment of the new agricultural operators. Using the method of multiple regression analysis，the impact of sales channels on the participation of new agricultural operators in green agriculture was analyzed.【Result】The results of multicollinearity test showed that the correlation coefficients of variables such as gender，age，years of education，environmental awareness，business scale，number of family labor force，government training，government subsidies，availability of credit funds and outsourcing services were less than 0.500，indicating that there was no multicollinearity between variables and regression could be carried out. The regression coefficients of sales channel and environmental awareness were 0.242 and 0.081 respectively，and reached significance levels at 5%，indicating that they had significant impact on the green agriculture participation of new agricultural operators. The regression coefficients of education years and government subsidies of household heads were 0.016 and 0.180 respectively，and passed the significance test of 10%，indicating that these two variables had significant positive impact on the improvement of green agriculture participation of new agricultural operators，but the impact degree was less than that of sales channels and environmental protection awareness. Other factors，such as scale of operation，number of family labor force and outsourcing services，had no significant impact on the participation of green agriculture of new agricultural business entities.【Suggestion】The government should introduce policies to encourage local leading enterprises，cooperatives and traditional middlemen to establish sales channels of green agricultural products. A perfect modern rural vocational education system should be established to improve the basic ability of rural vocational education. And environmental protection publicity activities should be carried out to enhance the environmental protection concept of new agricultural operators，and encourage them participating in the ecological and environmental protection of green agriculture. The government should also give appropriate subsidies to new agricultural operator that adopt green agricultural technology to enhance their comprehensive competitiveness.