Research on the Green Production Motivation of New Agricultural Business Entities: Benefit Perception and Environmental Regulation

The new agricultural business entities are key carriers of modern agriculture in China, and increasing their willingness to engage in green production is critical to the country's agricultural green transformation. The Economic and Social Man Hypothesis and Externality Theory are used to construct analysis models of the green production willingness of new agricultural business entities based on 106 survey data points from Shanghai to study the impact of benefit perception, environmental regulation, and their synergy on the green production willingness of new agricultural business entities. The results show that (1) benefit perception and environmental regulation can significantly improve the willingness of new agricultural business entities to engage in green production. Economic benefit perception, ecological benefit perception, guidance regulation, and restraint regulation are all important influencing factors. (2) There is a significant synergy between ecological benefit perception and environmental regulation in increasing the willingness of new agricultural business entities to engage in green production. Further research revealed that the synergistic item of ecological benefit perception and guidance regulation, as well as the synergistic item of ecological benefit perception and restraint regulation, significantly increases the willingness of new agricultural business entities to green production. The government should strengthen the perceptions of the economic and ecological benefit of new agricultural business entities to green production; change the incentive regulation and strengthen guidance regulation and restraint regulations; enhance the synergy between ecological benefit perception and guidance regulation; and enhance the synergy between ecological benefit perception and restraint regulation.