当前，我国正处于农业绿色发展的关键时期，农业资源约束趋紧、环境污染和生态破坏呈现日益严重的趋势，严重制约着我国绿色农业的发展。为改善目前严峻的农业生态环境，我国政府高度重视，发布了一系列相关政策法规。在这样的大背景下，推进农业绿色发展对我国农业可持续发展和乡村振兴战略实施具有重要意义。

   随着农村地区互联网的普及，“互联网+农业”逐渐成为农业发展新的趋势。农户作为农业生产的直接参与者，其绿色生产意愿与行为存在偏差，关系着农业绿色发展的进程。本文在计划行为理论的基础上，参考其他专家学者的研究思路，建立了农户绿色生产意愿和行为偏差的影响路径，并根据理论模型做出相关假设。随后基于江苏省新沂市327个云农场平台使用农户的调研数据，利用结构方程模型和分层回归分析进行实证分析。最终研究结如下：

   在个体特征方面：农户绿色生产的意愿和行为在性别上没有差异性，会随着年龄的增大呈下降趋势，而不同文化程度的农户在绿色生产的意愿和行为方面也有显著的差别，同时耕地面积的大小也会影响农户的意愿和实际行为，另外村干部身份的农户绿色生产的意愿和行为比普通农户要高。在云农场平台使用方面：使用云农场平台熟练的农户，往往具有较高的绿色生产意愿和较多的实际行为；同时经常从云农场平台上获取生产信息的农户也与获取信息较少的农户具有显著的差异性。在影响路径方面：农户的行为态度、主观规范、感知行为控制都直接正向影响农户绿色生产的意愿，并通过农户的意愿间接影响农户的行为，而且感知行为控制也直接影响农户的行为。此外，在农户的意愿转化的行为的过程中受到风险感知和组织化因素的调节作用：产量波动负向调节农户意愿到行为的转化，预期收益、合作社因素、云农场平台因素则是正向调节。

在文章的最后给出了政策建议：①在政府层面，要完善绿色农业发展的法律法规， 落实对绿色生产以及农产品的补贴政策，鼓励农户进行农业绿色生产；②在组织层面， 云农场平台要继续完善平台架构，方便于服务使用农户，同时要积极吸收农户进入经 营主体，鼓励和引导农户进行农业绿色生产，完善利益分配机制；③在个体层面，农 户要提升自身环境意识和绿色意识，参加相关培训，学习和掌握绿色生产技术，积极参加农业绿色生产。

At present, my country is in a critical period of agricultural green development. The tightening of agricultural resource constraints, environmental pollution and ecological damage are showing increasingly serious trends, which seriously restrict the development of green agriculture in China. In order to improve the current severe agricultural ecological environment, the Chinese government attaches great importance to it and has issued a series of relevant policies and regulations. In this context, the promotion of green agricultural development is of great significance to the implementation of my country's sustainable agricultural development and rural revitalization strategy.

With the popularization of the Internet in rural areas, "Internet + agriculture" has gradually become a new trend in agricultural development. As farmers are direct participants in agricultural production, whether they conduct green production or not is related to the process of agricultural green development. Based on the theory of planned behavior, this paper refers to the research ideas of other experts and scholars, establishes the influence path of farmers' green production willingness and behavior, and makes relevant assumptions based on the theoretical model. Subsequently, based on the survey data of farmers using 327 cloud farm platforms in XinYi City, Jiangsu Province, the structural equation model was used for empirical analysis. The final research results are as follows:

In terms of individual characteristics: there is no gender difference in the willingness and behavior of farmers' green production, and will decline with age, while farmers with different education levels also have significant differences in their willingness and behavior in green production. The size of the arable land will also affect the willingness and actual behavior of farmers. In addition, farmers with the status of village cadres have higher willingness and behaviors for green production than ordinary farmers. In terms of the use of the cloud farm platform: farmers who are skilled in using the cloud farm platform tend to have a higher willingness to green production and more practical behaviors; at the same time, farmers who often obtain production information from the cloud farm platform are also related to those who have less information. There are significant differences. In terms of the path of influence: farmers’ behavior attitude, subjective norms, and perceived behavior control all directly and positively affect farmers’ willingness to green production, and indirectly affect farmers’ behavior through their wishes, and perceived behavior control also directly affects farmers’ behavior. In addition, the behavior of farmers’ willingness transformation is regulated by risk perception and organizational factors: output fluctuations negatively regulate the transformation of farmers’ willingness to behavior, while expected returns, cooperative factors, and cloud farm platform factors are positively regulated.

Policy recommendations are given at the end of the article: ①At the government level, we must improve laws and regulations on green agricultural development, implement subsidies for green production and agricultural products, and encourage farmers to carry out green agricultural production; ②At the organizational level, the cloud farm platform must continue to improve the platform structure to facilitate the service of farmers, and at the same time, it must actively attract farmers to enter the main body of business, encourage and guide farmers to green agriculture Production, improve the benefit distribution mechanism; ③At the individual level, farmers should enhance their environmental awareness and green awareness, participate in relevant training, learn and master green production techniques, and actively participate in agricultural green production.

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2.学位论文类

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