“数商兴农”中农产品上行的绿色溢价实现机制研究

Research on the Green Premium Realization Mechanism for the Upscale Marketing of Agricultural Products in the Context of “Digital Commerce Revitalizing Agriculture”

摘要: 在“数商兴农”背景下，农产品绿色溢价的实现不仅是价格差异化的经济现象，更是信任建构、价值认同与文化再生产的社会过程。本文整合经济学、社会学与人文理论，构建了多维度分析框架，揭示数字平台通过降低交易成本、信号理论等方式推动绿色农产品溢价，而其实现依赖信任机制、社会关系与文化意义的重构。本文认为绿色溢价的实现是技术、社会关系与文化因素的综合作用结果，既需依托技术与市场机制，更需通过叙事传播与文化渗透建立绿色消费的文化认同。最后，本文认为数字经济发展应兼顾市场效率与社会价值，重视社会信任培育、文化复兴与公平机制建设，推动绿色溢价可持续实现，为乡村振兴与社会公平提供新路径。

Abstract: In the context of “Digital Commerce Revitalizing Agriculture”, the realization of green premiums for agricultural products is not merely an economic phenomenon of price differentiation but, more significantly, a social process involving trust construction, value recognition, and cultural reproduction. This paper integrates theories from economics, sociology, and the humanities to construct a multidimensional analytical framework, revealing how digital platforms facilitate green premiums for agricultural products through mechanisms such as transaction cost reduction and signaling theory, while their realization depends on the reconstruction of trust mechanisms, social relations, and cultural meanings. This study argues that the achievement of green premiums results from the interplay of technological, social, and cultural factors, requiring not only reliance on technology and market mechanisms but also the establishment of cultural recognition for green consumption through narrative dissemination and cultural permeation. Finally, this paper contends that the development of the digital economy should balance market efficiency with social value, emphasizing the cultivation of social trust, cultural revitalization, and the construction of equitable mechanisms to sustainably realize green premiums, thereby offering new pathways for rural revitalization and social equity.