Although the increasing adoption of digital finance in recent years has exerted a wide-ranging influence on farmers’ consumption and production activities, many farmers in China still seriously suffer from digital financial exclusion. Few studies have documented the different impacts of e-commerce adoption characterized by online purchases and sales on farmers’ participation in the digital financial market measured by their engagement in digital payments, digital wealth management, and digital credit in rural China. Using survey data from 832 entrepreneurial households in rural China, we contribute to the literature by confirming that both online purchases and sales have a robust significant and positive impact on farmers’ participation in the digital financial market and that this impact on digital wealth management is successively larger than that on digital payments and digital credit, with the propensity score matching (PSM) method and instrument variable (IV) approach employed. We further discover that the impact of online purchases and sales on farmers’ participation in the digital financial market is significantly mediated by digital financial literacy. Moreover, the impact of online purchases and sales on farmers’ participation in the digital financial market is larger for those with high education levels, pursuing skills training, running new agricultural operation entities (i.e., family farms, professional cooperatives), and engaging in agricultural entrepreneurship. Our findings suggest that more effective measures to enhance adoption rates of online purchases and sales, innovation in rural market-oriented digital financial products and services, systematic training for farmers in e-commerce skills as well as digital financial literacy, and differentiated support measures for different groups of farmers to reduce the gap are urgently needed in China.

Agricultural green production has been regarded as an effective way to solve the increasing level of agricultural environmental pollution and the frequent safety crises of agricultural products. As the main decision makers of agricultural production, farmers’ agricultural green production behavior directly determines the process of agricultural green development. However, few studies have explored farmers’ agricultural green production behavior from the perspective of environmental literacy, and the formation mechanism of farmers’ agricultural green production behavior is still unclear. This study aims to clarify the effect of environmental literacy on farmers’ agricultural green production behavior and its impact mechanism. Based on survey data from 830 farmers in China, this study constructs comprehensive index systems to evaluate farmers’ environmental literacy and agricultural green production behavior, and adopts multiple linear regression models and quantile regression model to explore the impact of environmental literacy on this behavior. Meanwhile, the mediation effect model is used to explore the mediation effect of agricultural green production cognition and agricultural green production willingness in the influence of environmental literacy on farmers’ agricultural green production behavior. Three conclusions arise. First, farmers’ environmental literacy and agricultural green production behavior are at the middle level, both of which should be strengthened. Second, environmental literacy has a significant positive impact on farmers’ agricultural green production behavior. Finally, environmental literacy influences farmers’ AGP behavior through the independent and chain mediation effects of AGP cognition and AGP willingness. Environmental literacy has heterogeneity impact on farmers’ agricultural green production behavior under different level of agricultural green production and external environment. This research not only provides theoretical support for the study of farmers’ agricultural green production behavior from the perspective of environmental literacy, it also provides a reference to the relevant government departments so that they can guide farmers to adopt more agricultural green production behavior.

E-commerce furnishes farmers in rural China with a novel solution accomplishing entrepreneurship transformation, but serious credit constraints still coexist with it at present, which may restrict the release of e-commerce’s potential. Therefore, this study investigates whether formal credit promotes entrepreneurial farmers’ e-commerce utilization and explores its influencing mechanism. Based on the survey data collected from 831 entrepreneurial farmers in Shaanxi province, Ningxia province and Shandong province in rural China, the propensity score matching (PSM) method was applied to measure the impact of formal credit on e-commerce utilization. The results show that formal credit contributes to a 18.41% increase of e-commerce utilization in general and increases entrepreneurial farmers’ online purchases and sales by 11.15% and 14.69%, respectively. Some groups perform significantly in the heterogeneity analysis, the most noteworthy of which are entrepreneurial farmers who are younger, belong to new type of agricultural business entities and use mobile payments. Their e-commerce utilization, including online purchases and sales, are impacted most by formal credit. Furthermore, when the bootstrap method was used to examine the mediating effect, we found that formal credit has a positive and significant effect on the utilization of e-commerce through four channels, which are internet learning, asset allocation, labor allocation and income growth. Hence, the findings suggest that the government should augment the amount of formal credit to optimize entrepreneurial farmers’ internet learning, asset allocation, labor employment and income growth, thereby promoting e-commerce to achieve entrepreneurial transformation and sustainable development in rural areas.