The study explores the impact of education of farmers’ cooperatives on members’ green production behavior. The Probit, Oprobit model and the mediation effect model are used to analyze the influence mechanism of the cooperative’s education on the members’ adoption of four types of green prevention and control technologies and the overall adoption rate, and the instrumental variable method is used for endogeneity treatment and robustness test. The results show that: (1) The education of cooperatives have a significant positive impact on the members’ physical pest control technology, biological pesticide application technology, water and fertilizer integration technology, scientific pesticides reduction technology, and the overall adoption rate plays a critical role. As a result, there is a certain degree of heterogeneity in different intergenerational member groups. (2) The education of cooperatives can significantly enhance members’ cognition of green prevention and control. (3) Through on-the-spot demonstration and general meetings of the members to carry out education, members are more likely to adopt green prevention and control technologies. These findings shed light on the mechanisms by which cooperative’s education affect the green production behavior of cooperative members and provide important policy implications for green agricultural development.

The issue of environmental pollution caused by traditional agricultural production operations is becoming increasingly serious. Farmers are the direct actors of production, and their willingness to green production deserves the greatest attention. Technical training conducted by farmers’ cooperatives worldwide in recent years appears to have changed farmers’ willingness to adopt green production technologies, but there is a lack of empirical testing of the impact mechanisms. Therefore, based on a sample of 1147 members of China’s citrus production cooperatives, we theoretically and empirically explored the impact of this; the mechanism of the effect was analyzed through the endogeneity treatment and robustness test of farmers’ value perception, as well as the instrumental variable method (IV-Oprobit). The results showed that farmers’ overall willingness to adopt green production technologies was low, and increasing the number of training sessions in farmers cooperatives could significantly enhance their willingness. Specifically, the probability of members being “very willing” to adopt technologies increased by 3.2% for each additional training session in cooperatives. Additionally, cooperative training can significantly improve members’ technology applicability and benefit–cost perceptions of green production technologies, thus enhancing their willingness to adopt; both types of value perceptions are important transmission mediators of this effect, and the mediation effects account for 5.98 and 14.53% of the total effect, respectively. Other than that, the results of the heterogeneity analysis showed that the effect of cooperative training on the willingness to adopt them was positively significant regardless of small-, medium- or large-scale members, with the most significant effect on small-scale farmers. This study provides a better understanding of the impact of technical training of cooperatives on farmers’ willingness, contributes to the enrichment of value perception theory, and provides a basis for formulating relevant policies to encourage cooperatives to perform their training function and promote green production in agriculture.

Farmers’ professional cooperatives (hereinafter referred to as “cooperatives”) are an important carrier for small farmers to organically connect to the big market. Under the background of frequent phenomena such as generalization of cooperatives, cooperative alienation, empty shelled cooperatives and involution of cooperatives in China, whether cooperatives can improve members’ welfare has attracted the attention of all walks of life. Service is the essential attribute of cooperatives, and the key to the functioning of cooperatives is the services utilization by members (hereinafter referred to as “service utilization”). Therefore, examining the impact of service utilization on members’ welfare has important theoretical and practical significance, which helps to scientifically evaluate of the current value of cooperatives in China and then objectively respond to questions about the development of cooperatives. Thus, this study takes the micro-survey data of 74 citrus cooperatives and 524 citrus members in Citrus County, Sichuan Province, China as examples, and uses the endogenous switching model to empirically analyze the impact of service utilization on members’ welfare. The results show that the level of service utilization is not high, and only half of the members use cooperative services. However, service utilization can significantly improve members’ welfare. Specifically, the average treatment effect of service utilization on citrus yields, net returns and household income is respectively 285.446 kg/mu, 1290 yuan/mu and 4980 yuan/person. Simultaneously, service utilization can increase citrus yields, net returns and household income by 13.49%, 18.32% and 17.99% on average. Finally, some countermeasures and suggestions are put forward, such as actively publicizing cooperative’s services, guiding members to use cooperative’s services, improving the standardization level of cooperatives and strengthening policy support for cooperatives.

Clarifying the factors influencing the safe use of pesticide is essential for scientific decision making to effectively manage pesticide use and promote sustainable agroecological development. The study aims to explore the factors influencing farmers’ safe use of pesticides from the perspectives of external supervision and face consciousness. Using survey data covering 534 farm households in Sichuan province, this study empirically analyzes the influence mechanisms of external supervision, face consciousness, and their interaction terms on farmers’ safe use of pesticides by employing the binary logit and IV-2SLS model, and further reveals their intergenerational differences on this basis. The results show that external supervision and positive face consciousness have significantly positive effects on pesticide safety use by farmers; market supervision and ability-type face, respectively, play the biggest role among them. Furthermore, there is an interaction effect between external supervision and face consciousness with respect to pesticide safety use. Farmers with different generation farms are influenced differently by external supervision and face consciousness. The behaviors of the new generation farmers to safely use pesticide are principally influenced by government supervision, market supervision, and ability-type face; in contrast, the ones of the older generation farmers are mainly influenced by market supervision, organization supervision, and relationship-type face.