With the implementation of the rural revitalization strategy and the promotion of agricultural and rural modernization, the subsidies enjoyed by agricultural enterprises in China are increasing. As a result, the effectiveness of government subsidies for the technological innovation of agricultural enterprises has attracted more and more attention. Based on the perspectives of the whole industry chain of agriculture, forestry, animal husbandry, fisheries, and of processing, manufacturing, circulation, and service, this paper takes the listed agricultural companies from 2007 to 2019 as a research sample and empirically tests the effects and mechanisms of government subsidies on the technological innovation of agricultural enterprises. The study applies the fixed effect and intermediary effect models. The findings show that government subsidies potentially encourage agricultural enterprises to grow more successfully. Moreover, R&D expenditure is essential for enterprise technological innovation and leads to an intermediate impact. At the same time, government subsidies for the technological innovation of agricultural enterprises have a certain heterogeneity between different industries, state-owned enterprises and non-state-owned enterprises, and large enterprises and small and medium-sized enterprises. Therefore, this study argues that the government should continue to raise subsidies. In addition, the subsidies should be “different from enterprise to enterprise”, and government subsidy funds should be better supervised to foster agricultural technological innovation properly.

Introduction: Leading the green transformation of agriculture through the digital economy is a crucial step toward high-quality agricultural growth. The role and mechanism of China's digital rural construction in promoting the green development of the whole process of agricultural production needs further analysis.Methods: Based on the panel data of prefecture-level cities in Henan Province from 2013 to 2022, we used the entropy topsis model, the fixed effect model, the Tobit regression model, the intermediate effect model, and the threshold effect model, aiming to explore the effects of digital village construction on agricultural green development and their regional differences, impacts paths and non-linear effects.Results: The study found the following: (1) The level of agricultural green development and the digital village construction have increased in Henan province, with the latter exhibiting a spatial clustering phenomena. (2) Digital village construction has a significant positive effect on green agricultural development, but this effect does not exist in mountainous areas. (3) The digital village construction can impact green agricultural development through the updating of agricultural structures. (4) The positive influence of digital village construction on green agricultural development is non-linear, with a single-threshold and increasing marginal effects.Discussion: These findings provide references for other countries to use digital elements to promote green and sustainable development of agriculture. The main contribution of this study is to explore the role of agricultural industrial structure upgrading in the impact of digital rural construction on agricultural green development.

Green development of agriculture (GDA) is a critical issue for advancing agricultural modernization and serves as an essential foundation for comprehensive rural revitalization. The impact of GDA on the common prosperity of farmers in rural areas remains controversial. Therefore, this study develops an evaluation index system to measure the level of GDA based on the panel data of prefecture-level cities in China from 2013 to 2022. Subsequently, this paper analyzes the specific effects, mechanisms, regional differences and threshold effects of GDA on common prosperity using the fixed effect model, mediated-effects models, group regression method and threshold effect model. The results show that: Firstly, GDA has a positive impact on the common prosperity for farmers and rural areas. Secondly, the extension of the agricultural industry chain and the expansion of agricultural multi-functionality are important paths for GDA to promote common prosperity. Thirdly, there is regional heterogeneity in the impact of GDA on common prosperity. GDA has a significant impact on common prosperity in eastern China and non-food-producing regions, but it does not lead to common prosperity in western China. Specifically, the GDA in the central region and food-producing areas can only increase farmers’ income and narrow the rural income gap, but it cannot bridge the urban-rural income gap. In addition, the influence of GDA on common prosperity has a threshold effect based on agricultural industrial agglomeration. The common prosperity effect of GDA gradually becomes prominent as the agricultural industrial agglomeration is raised to a certain level.

Introduction: The problem of agricultural non-point source pollution in China seriously affects the sustainability of grain production and poses a great threat to food security. The key to solving the problem of agricultural non-point source pollution is to change farmers’ past agricultural production methods at the source of production and make them adopt pro-environmental agricultural production behaviors. Policy-based agricultural insurance can incentivize farmers’ willingness to adopt pro-environmental production behaviors by reducing their production risks and protecting their agricultural income.Methods: Based on the theory of farmers’ behavior and the theory of planned behavior, this paper empirically analyzes the influence mechanism of policy-based agricultural insurance on farmers’ willingness to adopt pro-environmental production behaviors in Jiangxi Province, China, through the establishment of the OLS model and the Ordered-Logit model. In addition, this paper also explores the mediating roles of planting scale, planting structure and risk attitude through the mediating effect model and Bootstrap method.Results: The main findings of this paper are as follows: (1) Policy-based agricultural insurance can effectively enhance farmers’ adoption willingness to adopt pro-environmental production willingness. (2) Policy-based agricultural insurance can enhance farmers’ pro-environmental production willingness by incentivizing them to expand the scale of planting. (3) Policy-based agricultural insurance can increase farmers’ pro-environmental production willingness by changing their risk attitudes and increasing their risk preferences.Discussion: Based on the results of the study, this paper suggests that the government should continue to optimize the policy-based agricultural insurance products, expand the coverage, improve the payout process, increase the payout capacity, and enhance its stimulating effect on farmers’ willingness to adopt pro-environmental production behaviors.

The study constructs an analytical framework—“characteristics of farmers’ live-streaming sales—perceived value—purchase intention” based on Stimulus-Organism-Response (SOR) theory and the perceived value perspective. Utilizing micro-level survey data from 506 respondents in Jiangxi Province, structural equation modeling was employed to validate the influence effects and pathways of characteristics of farmers’ live-streaming sales (professionalism of farmers’ live-streamers, charm of farmers’ live-streamers, and sense of presence in live-streaming), perceived value (functional value, emotional value), and their impact on the purchase intention of horticultural agricultural products. The findings reveal: (1) All three characteristics of farmers’ live-streaming sales significantly and directly promote purchase intention, with sense of presence in live-streaming exerting the strongest direct effect. (2) Both functional value and emotional value serve as significant mediators, with emotional value demonstrating a stronger mediating effect than functional value. (3) The path “charm of farmers’ live-streamers → emotional value → purchase intention” constitutes the most prominent mediating pathway, accounting for 36.05% of the total effect, indicating that the charm of farmers’ live-streamers triggers purchase decisions primarily through emotional value rather than through functional cognition. Based on these findings, it is recommended that farmers’ live-streaming sales should strengthen sense of presence in live-streaming to consolidate its direct driving force, while tapping into the unique charm of farmer live-streamers to amplify emotional value empowerment, so as to align with young consumer groups’ “emotional experience-first” consumption logic and thereby promote the upward flow of horticultural agricultural products.