Research on the influence of education and training of farmers' professional cooperatives on the willingness of members to green production—perspectives based on time, method and content elements

In order to explore the impact of education and training of farmers' professional cooperatives on agricultural green production, this paper uses the Oprobit model to analyze the impact of the time, methods, and content of cooperative education and training on green production willingness based on 534 micro-survey data of cooperative members in Sichuan Province. And then the instrumental variable method (IV-Oprobit) is used for endogeneity treatment and robustness test. The results show that: (1) Cooperative education and training time can significantly promote the green production willingness of members. Specifically, for every additional hour of education and training, the probability of “very willing” to participate in green production increases by 1.7%; (2) the four types of education and training methods of cooperative project demonstration, on-site training, bulletin board publicity, and online information publicity are all positively affecting the willingness of members to green production, and on-site training is the most effective method; (3) the three education and training contents of cognition, emotion and skills all positively affect the green production intention of members, and cognition is the most effective content; (4) the methods and contents of cooperative education and training have an interactive effect on the influence of members' green production willingness. Based on this, this paper proposes policy suggestions to optimize the functions, training methods, and content design of green production education and training in cooperatives.