Scientia Agricultura Sinica ›› 2026, Vol. 59 ›› Issue (17): 3933-3948.doi: 10.3864/j.issn.0578-1752.2026.17.016

• AGRICULTURAL ECONOMY AND RURAL DEVELOPMENT • Previous Articles    

The Impact of Short-Video Agricultural Information Adoption on Agricultural Green Production Efficiency

CHI Liang(), SHEN Chen, JIN DongYan, ZHU MengShuai, ZHOU XiangYang, WU JianZhai()   

  1. Agricultural Information Institute, Chinese Academy of Agricultural Sciences, Beijing 100081
  • Received:2026-01-12 Accepted:2026-03-13 Online:2026-09-03 Published:2026-09-03
  • Contact: WU JianZhai

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Abstract:

【Background】With the rapid development of digital rural development and the platform economy, short-video platform is becoming an important channel through which farmers obtain agricultural information. Unlike traditional information channels that rely on acquaintance networks, offline extension, and active searching, short-video platforms embed agricultural knowledge into farmers’ daily information exposure through algorithmic recommendation, visual presentation, and continuous content delivery, thereby potentially affecting their farm production and management decisions.【Objective】From the perspective of productive use, this study examined the impact of short-video agricultural information adoption on agricultural green production efficiency (AGPE) and further explored the moderating role of digital literacy and the underlying mechanism.【Method】Based on survey data collected in 2023 from maize farmers in the major spring maize-producing areas of Heilongjiang, Jilin, Inner Mongolia, and Hebei, this study obtained 1,286 valid samples. Farmers’ AGPE was measured using an SBM model with undesirable outputs. Short-video agricultural information adoption was defined as whether farmers actually applied agricultural information recommended by short-video platforms to farm production and management decisions, including pest control, fertilization and pesticide use, field management, input procurement, variety selection, and sales pricing. Regression models were used to estimate its effect on AGPE, while moderating-effect and mediating-effect models were employed to test the moderating role of digital literacy and the mediating role of green production behavior. Heterogeneity analysis, propensity score matching, and an instrumental variable approach were further used for robustness tests.【Result】(1) Short-video agricultural information adoption significantly improved farmers’ AGPE, and this finding remained robust after controlling for household head characteristics, family endowments, production and operating conditions, external environmental factors, and provincial fixed effects. (2) Digital literacy exerted a significant positive moderating effect, indicating that the positive effect of short-video agricultural information adoption on AGPE was stronger among farmers with higher levels of digital literacy. (3) Green production behavior played a partial mediating role, with the mediating effect accounting for about 13.0% of the total effect, suggesting that short-video agricultural information adoption improved AGPE partly by promoting the application of green technologies. (4) The promoting effect was relatively stronger among farmers with higher digital literacy and lower levels of off-farm employment, while remaining significantly positive across different farm sizes, indicating a certain degree of inclusiveness. (5) The core findings remained valid after potential endogeneity was addressed using an instrumental variable approach.【Conclusion】Short-video platforms have gradually become an important information channel for farmers to acquire agricultural knowledge and optimize farm production and management decisions. What matters for AGPE is not merely whether farmers are exposed to short videos, but whether they translate platform-recommended agricultural information into actual farm production and management decisions. Short-video agricultural information adoption could significantly improve farmers’ AGPE. Green production behavior was an important pathway through which this effect was realized, while digital literacy was a key condition determining whether platform information could be transformed into efficiency gains.

Key words: short video platforms, algorithmic recommendation, digital literacy, green production behavior, agricultural green production efficiency (AGPE)

Table 1

Indicator system for measuring agricultural green production efficiency"

指标类型 Index type 指标名称 Index name 变量定义与度量 Definition and measurement 单位 Unit
投入指标
Input index		 土地投入 Land input 农户实际经营耕地面积 Actual cultivated land area 亩 mu
劳动力投入 Labor input 农业生产实际投入标准工日 Actual standard labor days 工日 Days
种子投入 Seed input 种子/种苗费用支出 Seed and seedling expenses 元 Yuan
机械投入 Machinery input 机械作业及服务费用 Machinery service expenses 元 Yuan
化肥投入 Fertilizer input 化肥施用折纯量 Pure nutrient content of chemical fertilizer 千克 kg
农药投入 Pesticide input 农药实际使用量 Actual usage of pesticides 千克 kg
农膜投入 Agricultural film 农用塑料薄膜使用量 Quantity of agricultural plastic film 千克 kg
灌溉投入 Irrigation input 灌溉用水及用能费用 Irrigation energy/water expenses 元 Yuan
期望产出指标
Expected output index		 农业产出 Agri-output 农业种植总产值 Total output value of planting 元 Yuan
非期望产出指标
Undesirable output index		 农业碳排放 Carbon emissions 六类投入要素产生的碳排放总量 Carbon emissions from 6 inputs 千克 kg CO2 e
面源污染 Non-point source pollution 总氮与总磷流失量 Loss of TN and TP 千克 kg

Table 2

Definitions and descriptive statistics of variables"

变量
Variable		 变量符号
Symbol		 定义与度量
Definition and measurement		 单位
Unit		 均值
Mean		 标准差
SD
被解释变量 Dependent variable
农业绿色生产效率
AGPE		 AGPE 基于非期望产出SBM模型测算的效率值
Efficiency score calculated by SBM-Undesirable model		 [0, 1] 0.554 0.138
解释变量 Independent variable
短视频农业采纳
Short video adoption		 SV 是否将短视频用于农业生产性用途
Dummy for productive use of short video in agriculture		 0/1 0.426 0.495
调节、中介与工具变量 Moderator, mediator & IV
数字素养 Digital literacy InfoLit 基于熵值法的综合得分 Entropy method 指数 Index 2.998 1.415
绿色生产行为
Green behavior		 GreenBeh 采纳绿色生产技术的数量
Number of green production technologies adopted		 个 Count 2.527 1.176
同村短视频农业采纳率
Village agri-adoption rate		 IVvillage 同村其他农户的短视频农业生产性应用比例
Adoption rate of other farmers in the same village		 [0, 1] 0.495 0.163
控制变量：户主特征 Controls: Household head
户主年龄 Age Age 户主实际年龄 Actual age of the householder 岁 Years 53.535 10.527
受教育年限 Education Edu 受教育年限 Years of schooling 年 Years 7.571 2.344
性别 Gender Male 性别虚拟变量 (1=男，0=女) Gender dummy (1=Male, 0=Female) 0/1 0.663 0.473
控制变量：家庭与生产 Controls: Household & production
农业劳动力 Agricultural labor Labor 家庭农业劳动力人数 Number of agricultural laborers 人 Person 1.722 0.576
非农收入占比
Off-farm share		 OffFarm 非农收入占家庭总收入比重
Ratio of non-farm income to total income		 [0, 1] 0.419 0.206
耕地经营规模 Land scale Land 农户实际经营耕地面积 Actual cultivated land area 亩 mu 11.073 7.700
拥有农机 Machinery Machine 是否拥有农业机械 Whether owns agricultural machinery 0/1 0.333 0.471
控制变量：外部环境与基建 Controls: Env. & infrastructure
市场距离 Dist. to market Dist 距离集镇市场距离 Distance to nearest town market km 13.475 6.487
数字基建 Digital infrastructure DigInfra 村庄有线网络接入情况 Cable network access in the village [0, 1] 0.692 0.275
地区效应 Region
省份虚拟变量
Provincial dummy		 Region 黑龙江、吉林、内蒙古、河北4省（区）的虚拟变量
Dummy variables for the 4 sampled provinces		 0/1 — —

Table 3

T-test of characteristics between different groups"

变量
Variable		 非采纳组
Non-adoption group		 采纳组
Adoption group		 均值差
Mean difference		 t值
t-value
农业绿色生产效率 AGPE 0.516 0.606 -0.090*** -12.27
数字素养 Digital literacy 2.814 3.246 -0.432*** -5.47
绿色生产行为 GreenBeh 2.156 3.027 -0.872*** -14.11
年龄 Age 54.678 51.996 2.681*** 4.55
教育年限 Education 7.168 8.113 -0.945*** -7.29
性别 Gender 0.669 0.655 0.014 0.54
劳动力 Labor 1.702 1.748 -0.046 -1.43
非农收入占比 Off-farm share 0.410 0.432 -0.022* -1.89
经营规模 Land scale 11.230 10.862 0.368 0.85
农机拥有 Machinery 0.339 0.325 0.014 0.52
市场距离 Distance 13.539 13.390 0.149 0.41
数字基建 Digital infrastructure 0.693 0.691 0.001 0.09
样本量 Observations 738 548

Table 4

Baseline regression results for short-video agricultural adoption and agricultural green production efficiency"

变量
Variable		 模型 Model
1 2 3 4
短视频农业采纳
SV adoption		 0.090*** 0.073*** 0.066*** 0.066***
(12.27) (10.85) (11.05) (11.09)
数字素养
Digital literacy		 0.040*** 0.024*** 0.024***
(16.78) (10.27) (10.23)
户主年龄
Age		 0.009*** 0.009***
(4.36) (4.43)
户主年龄平方
Age squared		 -0.000*** -0.000***
(-3.71) (-3.77)
受教育年限
Education		 0.016*** 0.016***
(10.14) (10.31)
性别
Gender		 0.014** 0.015**
(2.33) (2.41)
家庭劳动力
Labor		 -0.007 -0.008
(-1.43) (-1.54)
非农收入占比
Off-farm share		 0.188*** 0.188***
(12.90) (12.88)
经营规模
Land scale		 0.001 0.001*
(1.64) (1.69)
拥有农机
Machinery		 0.026*** 0.025***
(3.84) (3.73)
市场距离
Distance to market		 -0.003*** -0.003***
(-6.79) (-6.77)
数字基建
Digital Infra		 0.031*** 0.032***
(2.98) (3.07)
常数项 Constant 0.516*** 0.404*** -0.007 -0.007
(107.23) (50.90) (-0.13) (-0.12)
省份固定效应 Province FE No No No Yes
R2 0.105 0.266 0.319 0.353
校正R2 Adjusted R2 0.104 0.265 0.313 0.347
样本量 Observations 1286 1286 1286 1286

Table 5

Mechanism test of short-video agricultural adoption, digital literacy, and agricultural green production efficiency"

变量
Variable		 模型 Model
1 2 3
短视频农业采纳
SV adoption		 0.780*** 0.066*** 0.057***
(12.60) (11.09) (9.12)
数字素养
Digital literacy		 -0.024 0.024*** 0.024***
(-0.99) (10.23) (10.41)
绿色生产行为
Green production behavior		 0.011***
(4.23)
常数项
Constant		 1.626*** -0.007 -0.025
(2.67) (-0.12) (-0.44)
控制变量 Controls 是 Yes 是 Yes 是 Yes
省份固定效应 Province FE 是 Yes 是 Yes 是 Yes
R2 0.181 0.353 0.361
校正R2Adjusted R2 0.172 0.347 0.354
样本量 Observations 1286 1286 1286

Table 6

Moderating effect of digital literacy on the relationship between farm households' short video agricultural adoption and AGPE"

变量
Variable		 模型 Model
1 2 3
短视频农业采纳
SV adoption		 0.073*** 0.064*** 0.065***
(10.80) (10.48) (10.96)
数字素养
Digital literacy		 0.036*** 0.016*** 0.016***
(11.26) (5.14) (5.21)
交互项
Interaction		 0.009** 0.016*** 0.018***
(1.96) (3.82) (4.28)
常数项
Constant		 0.527*** 0.052 0.051
(82.85) (0.87) (0.86)
家庭特征 HH controls 否 No 是 Yes 是 Yes
生产特征 Prod. controls 否 No 否 No 是 Yes
省份固定效应 Province FE 是 Yes 是 Yes 是 Yes
R2 0.272 0.325 0.361
校正R2Adjusted R2 0.269 0.320 0.355
样本量 Observations 1286 1286 1286

Table 7

Heterogeneity analysis"

变量
Variable		 低素养
Low literacy		 高素养
High literacy		 小规模
Small scale		 大规模
Large scale		 低兼业
Low off-farm share		 高兼业
High off-farm share
短视频农业采纳
SV adoption		 0.046*** 0.097*** 0.067*** 0.073*** 0.075*** 0.067***
(5.61) (11.32) (7.79) (8.27) (8.68) (7.62)
常数项
Constant		 -0.019 0.133 -0.002 -0.069 -0.073 0.051
(-0.23) (1.48) (-0.02) (-0.79) (-0.84) (0.59)
控制变量 Controls 是 Yes 是 Yes 是 Yes 是 Yes 是 Yes 是 Yes
省份固定效应
Province FE		 是 Yes 是 Yes 是 Yes 是 Yes 是 Yes 是 Yes
R2 0.318 0.418 0.341 0.389 0.371 0.323
样本量Observations 643 643 643 643 643 643

Table 8

Robustness test results based on propensity score matching (PSM)"

匹配方法
Matching method		 平均处理效应
Average treatment effect (ATT)		 标准误
Se		 t值
t-value
近邻匹配 Nearest neighbor matching (k=4) 0.076*** 0.008 8.98
半径匹配 Radius matching (r=0.01) 0.072*** 0.008 9.23
核匹配 Kernel matching 0.072*** 0.008 9.43

Table 9

Instrumental variable regression results"

变量
Variable		 第一阶段
First stage		 第二阶段
Second stage
同村短视频农业采纳率 IV 0.900***
(11.29)
短视频农业采纳 SV adoption 0.063***
(3.23)
数字素养 Digital literacy 0.023** 0.024***
(2.17) (10.09)
常数项 Constant 0.040 -0.006
(0.15) (-0.10)
控制变量 Controls Yes Yes
省份固定效应 Province FE Yes Yes
弱工具变量检验 F-stat 127.50
内生性检验 P-value 0.886
样本量 Observations 1286 1286
R2 0.136 0.342
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