销售渠道对新型农业经营主体绿色农业参与度影响分析摘要：【目的】分析绿色食品销售渠道对新型农业经营主体绿色农业参与度的影响，为提高新型农业经营主体绿色农业参与度提供实证依据与政策参考。【方法】通过问卷调查了解新型农业经营主体绿色农业生产行为、销售渠道选择、个人特征及外部环境等方面的情况，并采用多元回归分析方法分析销售渠道对新型农业经营主体绿色农业参与度的影响。【结果】多重共线性检验结果表明，性别、年龄、受教育年限、环保意识、经营规模、家庭劳动力人数、政府培训、政府补贴、信贷资金可获性和外包服务等变量的相关系数均小于0.500，说明变量间不存在多重共线性，可进行回归。多元回归结果显示，销售渠道和环保意识的回归系数分别为0.242和0.081，且在5%水平上通过显著性检验，说明其对新型农业经营主体绿色农业参与度的影响显著。户主的受教育年限和政府补贴的回归系数分别为0.016和0.180，且通过10%的显著性检验，表明上述2个变量对于新型农业经营主体绿色农业参与度也具有显著的影响，但影响程度不及销售渠道和环保意识强。其他因素如经营规模、家庭劳动力人数、外包服务等对新型农业经营主体绿色农业参与度则没有显著影响。【建议】政府应当出台政策，鼓励新型农业经营主体建立绿色农产品的销售渠道;提高农村的职业教育基础能力;增强新型农业经营主体的环保理念;对于采取绿色农业技术的新型农业经营主体进行补贴，增强其综合竞争能力。关键词：新型农业经营主体;销售渠道;绿色农业;参与度中图分类号：S-05;F321.42文I标志码：A文章编号：2095-1191（2021）12-3463-08InfluenceofsalechannelsonthegreenagricultureparticipationofnewagriculturaloperatorsZHANMeng-yu1，ZHOUZhen2，TANGYing-mei3（1BusinessSchoolofChengduUniversity，Chengdu610106，China;2BusinessDepartment，JiangsuBranch，AgriculturalDevelopmentBankofChina，Nanjing210014，China;3CollegeofFinance，NanjingAgriculturalUniversity，Nanjing210095，China）Abstract：【Objective】Thepaperaimedtoprovideempiricalbasisandpolicyreferenceforimprovingthegreenagricultureparticipationofnewagriculturaloperatorsthroughanalyzingtheinfluenceofgreenfoodsaleschannelontheparticipationofgreenagricultureofnewagriculturaloperators.【Method】Thesurveymainlyfocusedonthegreenagriculturalproductionbehavior，saleschannelselection，personalcharacteristicsandexternalenvironmentofthenewagriculturalope-rators.Usingthemethodofmultipleregressionanalysis，theimpactofsaleschannelsontheparticipationofnewagriculturaloperatorsingreenagriculturewasanalyzed.【Result】Theresultsofmulticollinearitytestshowedthatthecorrelationcoefficientsofvariablessuchasgender，age，yearsofeducation，environmentalawareness，businessscale，numberoffamilylaborforce，governmenttraining，governmentsubsidies，availabilityofcreditfundsandoutsourcingserviceswerelessthan0.500，indicatingthattherewasnomulticollinearitybetweenvariablesandregressioncouldbecarriedout.Theregressioncoefficientsofsaleschannelandenvironmentalawarenesswere0.242and0.081respectively，andreachedsignificancelevelsat5%，indicatingthattheyhadsignificantimpactonthegreenagricultureparticipationofnewagricultu-raloperators.Theregressioncoefficientsofeducationyearsandgovernmentsubsidiesofhouseholdheadswere0.016and0.180respectively，andpassedthesignificancetestof10%，indicatingthatthesetwovariableshadsignificantpositiveimpactontheimprovementofgreenagricultureparticipationofnewagriculturaloperators，buttheimpactdegreewaslessthanthatofsaleschannelsandenvironmentalprotectionawareness.Otherfactors，suchasscaleofoperation，numberoffamilylaborforceandoutsourcingservices，hadnosignificantimpactontheparticipationofgreenagricultureofnewagriculturalbusinessentities.【Suggestion】Thegovernmentshouldintroducepoliciestoencouragelocalleadingenterprises，cooperativesandtraditionalmiddlementoestablishsaleschannelsofgreenagriculturalproducts.Aperfectmodernruralvocationaleducationsystemshouldbeestablishedtoimprovethebasicabilityofruralvocationaleducation.Andenvironmentalprotectionpublicityactivitiesshouldbecarriedouttoenhancetheenvironmentalprotectionconceptofnewagriculturaloperators，andencouragethemparticipatingintheecologicalandenvironmentalprotectionofgreenagriculture.Thegovernmentshouldalsogiveappropriatesubsidiestonewagriculturaloperatorthatadoptgreenagriculturaltechnologytoenhancetheircomprehensivecompetitiveness.