Policy setting, heterogeneous scale, and willingness to adopt green production behavior: field evidence from cooperatives in China

The conflict between agricultural production and environmental protection, especially vegetable production, is one of the world’s most prominent concerns. The acceptance degree and possible response of new agricultural operation subjects, represented by Farmers Professional Cooperatives (FPCs), to green production policies are a core issue that must be considered when designing environmental policies in the future. Based on field survey data of 192 FPCs of vegetables in Shanghai, China, this paper uses a choice experiment method to test the willingness of cooperatives to adopt green production behaviors under different policy settings and to identify the differences under different operation scales. The results show that both mandatory policies and incentive policies have an impact on the willingness of cooperatives to adopt green production behaviors, but significant differences exist among FPCs of different operation scales. Specifically, the willingness of large-scale FPCs to adopt green production behavior is affected by key technology training and income subsidies, whereas the willingness of small-scale FPCs is only affected by income subsidies; the willingness of medium-scale FPCs is simultaneously affected by key technology training, income subsidies, and penalties. Therefore, when formulating relevant policies in the future, policy-makers should consider local conditions, including the endowment heterogeneity of the production and operation subjects, so as to enhance the level of green production.