Internet Use, Social Capital, and Farmers' Green Production Behavior: Evidence from Agricultural Cooperatives in China

Agricultural cooperatives are the main vehicle for farmers to engage in green agriculture. With the digital transformation in rural areas, it is crucial to explore how cooperative members can effectively access online information and integrate it into green production decision-making processes. Based on the survey data of 530 members of rice planting cooperatives in Heilongjiang Province in China, this paper selected eight green production behaviors commonly used by rice farmers as explained variables, and constructed an ordered probit model. Using the social capital theory, the impact and mechanism of internet use on cooperative members' green production behavior were examined. The results showed the following: (1) Internet use facilitates the cooperative members' green production behavior. This conclusion remains valid even after addressing the endogeneity test and robustness test. (2) The heterogeneity analysis revealed that the internet is particularly effective in enhancing the green production behaviors of farmers who are less educated, middle-aged, and those with strong connections to cooperatives. (3) A further mechanism test indicates that internet use not only significantly influences farmers' trust in cooperatives but also aids them in comprehending the cooperative's production specifications, thereby further advancing the improvement in green production behaviors. (4) Members' satisfaction with cooperative sales can serve as a substitute for the internet in influencing their green production behavior.