The agricultural ecological environment provides an important resource guarantee for social development. The extensive management mode of agriculture in China has not fundamentally changed; the contradiction between production and governance is still prominent, and the management of agricultural surface pollution has a long way to go. Based on the data from 572 rural households in Jiangxi province, this paper uses the Ordered Logit, 2SLS, and the moderation effect model to analyze the mechanism between social norms (SNs) and rural households’ (RHs) disposal of pesticide packaging waste (PPW) and to test the moderation effect of environmental regulation (ER) in the influence path of SN to RHs’ disposal of PPW. The results show that (1) descriptive norms and directive norms promote RHs not littering PPW; the probability of RHs not littering PPW increases by 4.0% for each unit decrease in descriptive norms, and the probability of RHs not littering PPW increases by 12.1% when there are directive norms, but the directive norms are more significant than the descriptive norms. Consistent conclusions were obtained after the robustness test and endogeneity treatment. (2) Reputational incentives strengthen the promotional effect of directive norms on RHs’ behavior of not littering PPW; punitive regulations hinder the promotional effect of descriptive norms on RHs’ behavior of not littering PPW. Based on the findings of the study, the following policy recommendations are put forward: Actively cultivate SNs and give full play to their role in promoting RHs’ choice of the disposal behavior of PPW; improve the role of ER in regulating RHs’ choice of the disposal behavior of PPW; guide the ER and SNs to work in coordination.

This study examines the economic and environmental impacts of green production practices among farmers. It aims to contribute to sustainable agricultural development, mitigate agricultural non-point source (NPS) pollution, and align environmental protection with economic growth. This paper utilizes survey data from 1345 farm households in the main rice production areas of Jiangxi Province, China, using the example of reduced fertilizer application (RFA) among rice farmers. This study constructs a slack-based measure data envelopment analysis (DEA—SBM) model with undesirable outputs to measure environmental effects and applies an endogenous switching regression model (ESRM) to test the economic and environmental effects of farmers’ adoption of green production technologies. We found the following: (1) The RFA behavior of farmers has a significant positive impact on their net profit per hectare (NPH), helping farmers increase their income, with the increase ranging from 2.05% to 6.54%. (2) Farmers’ RFA behavior has a significant positive impact on agricultural green productivity (AGP), contributing to the improvement of the environment, ranging from 44.09% to 45.35%. (3) A heterogeneity analysis found inconsistencies in the income-enhancing and environmental-enhancing effects at different quantiles of NPH and AGP. Therefore, attention should be placed on improving the agricultural product quality supervision system under the market circulation mechanism, creating land scale conditions conducive to the promotion and application of fertilizer reduction technologies and promoting the implementation of externality internalization compensation systems.

Evaluating the economic and environmental effects of farmers' green production behaviors holds important reference value for promoting sustainable agricultural development, alleviating agricultural non-point source (NPS) pollution, and achieving the organic combination of environmental protection and economic development. This paper utilizes survey data from 1,345 farm households in the main rice production areas of Jiangxi Province, China, using the example of reduced fertilizer application (RFA) among rice farmers. By constructing a DEA—SBM model with undesirable outputs to measure environmental effects, and applying an endogenous switching model to test the economic and environmental effects of farmers' adoption of green production technologies. The study found that: (1)The behavior of RFA by farmers has a significant positive impact on their net profit per mu(NPPA), helping farmers increase their income, with the increase ranging from 2.05% to 6.54%. (2)The behavior of RFA by farmers has a significant positive impact on agricultural green productivity(AGP), contributing to the improvement of the environment, with the improvement ranging from 44.09% to 45.35%. (3)Heterogeneity analysis found inconsistencies in the income-enhancing and environmental-enhancing effects at different quantiles of NPPA and AGP. Therefore, attention should be placed on improving the agricultural product quality supervision system under the market circulation mechanism, creating land scale conditions conducive to the promotion and application of fertilizer reduction technologies, and promoting the implementation of externality internalization compensation systems.

The agricultural ecological environment provides an important resource guarantee for social development. The extensive management mode of agriculture in China has not fundamentally changed; the contradiction between production and governance is still prominent, and the management of agricultural surface pollution has a long way to go. Based on the data of 547 rural households in Jiangxi province, this paper uses the Ordered Logit, 2SLS, and moderation effect model to analyze the mechanism between social norms (SNs) and rural households’ (RHs) disposal of pesticide packaging waste (PPW) and to test the moderation effect of environmental regulation (ER) in the influence path of SN to RHs’ disposal of PPW. The results show that (1) descriptive and directive norms can promote RHs not to litter PPW. However, the role of surrounding crowd supervision (directive norms) is more obvious than the behavior of the surrounding crowd (descriptive norms). The consistent conclusion was still obtained after the robustness test and endogeneity treatment. (2) The results of the moderation effect test showed that reputational incentives strengthened the promotional effect of directive norms on RHs' behavior of not littering PPW; punitive regulation hindered the promotional effect of descriptive norms on RHs' behavior of not littering PPW. Based on the findings of the study, the following policy recommendations are put forward: continue to strengthen the guidance and soft binding force of informal institutions such as SNs; accurately locate the target groups and formulate differentiated measures; pay attention to the complementary nature of formal and informal institutions, and reasonably formulate environmental regulations to fit in with SNs.

The agricultural heritage embodies multiple values, including social, cultural, economic, and ecological dimensions. Unearthing and leveraging these functions are of paramount significance for narrowing the rural-urban income gap and fostering common prosperity. This study employs a quasi-natural experiment framework, treating the establishment of agricultural heritage projects between 2013 and 2021 across 62 counties in Zhejiang province as such. Employing propensity score matching and difference-in-differences methodologies (PSM-DID), the analysis scrutinizes the impact of agricultural heritage project establishment on the common prosperity level in heritage sites. The findings reveal that the establishment of agricultural heritage projects significantly stimulates the common prosperity levels in the designated areas, and over time, the policy effects become increasingly pronounced. Mechanism analyses indicate that heightened non-farm employment and industrial integration serve as significant pathways for agricultural heritage sites to generate a common prosperity effect. Heterogeneity analyses revealed that agricultural heritage projects had a stronger impact on increasing levels of common prosperity in regions with higher grades of heritage type and better economic development. It is recommended to fully explore the diverse resource advantages of agricultural cultural heritage and implement differentiated policies for its protection and development to enhance its vitality and contribute to common prosperity.

As the fundamental operational units of agricultural production, farmers make production decisions based on the principle of household income maximization. This study draws on data from a micro-level survey of rice farmers conducted in Jiangxi Province from November 2022 to August 2023, which yielded 1014 valid observations to examine two rice cultivation patterns—double-cropping rice (DCR) and rice–rapeseed rotation (RRR)—in order to analyze the economic effects of farmers’ cultivation choices on rice production. Additionally, a heterogeneity analysis is performed, taking into account labor force size, intergenerational differences, and operational scale. The results indicate that (1) farmers adopting the RRR pattern experience a significant increase in per-unit-area profit, thereby enhancing household income, with gains ranging from 16.95% to 153.20%. (2) The heterogeneity analysis reveals that the economic effects of labor availability, generational differences, and operational scale are not uniform. Ample labor resources strongly support rice production; older-generation farmers’ intensive farming methods are more suitable for RRR, and land expansion is constrained by scale thresholds. Based on these findings, it is recommended to optimize the allocation of production factors such as land and labor, and to guide farmers in adapting their rice cultivation strategies accordingly.