电商经济背景下农业龙头企业绿色生产的影响因素研究

A Study on the Influencing Factors of Green Production in Leading Agricultural Enterprises under the Background of E-Commerce Economy

摘要: 在农业绿色转型与数字经济深度融合的背景下，农业龙头企业绿色生产的驱动机制正发生深刻变革。基于此，文章从数字化转型视角出发，以电商经济为研究情境，采用程序化扎根理论方法，对农业龙头企业开展深度访谈与多源数据分析，系统识别其绿色生产的关键影响因素。研究发现：电商平台通过“绿色溢价拉动”与“算法信用规制”形成双重外部驱动，同时，需求数据反哺强化了市场信号传导；在此基础上，企业在内部“二元产能差异”的约束下，开展绿色产能评估，并通过差异化排产、动态以销定产及数字化品控等行为进行响应，最终实现由“政策外生推动”向“市场内生驱动”的绿色生产范式转变。研究进一步表明，数字化转型不仅重塑了农产品价值实现路径，也推动了企业绿色生产决策从经验导向向数据驱动转型。研究从微观企业视角揭示了电商数字化驱动下农业绿色生产的内在机理，为农业龙头企业推进绿色转型及政府优化政策工具提供了理论参考与实践启示。

Abstract: Against the backdrop of the deep integration of agricultural green transformation and the digital economy, the driving mechanism of green production in leading agricultural enterprises is undergoing profound changes. From the perspective of digital transformation and within the context of the e-commerce economy, this study adopts the procedural grounded theory approach to conduct in-depth interviews and multi-source data analysis on leading agricultural enterprises, systematically identifying the key influencing factors of green production. The findings reveal that e-commerce platforms generate dual external drivers through “green premium incentives” and “algorithm-based credit regulation”, while demand-side data feedback further strengthens market signal transmission. Under these external stimuli, enterprises, constrained by internal “dual production capacity heterogeneity”, carry out green capacity assessment and respond through differentiated production scheduling, dynamic production planning based on sales, and digitalized quality control. As a result, a paradigm shift is achieved from policy-driven exogenous motivation to market-driven endogenous mechanisms in green production. Furthermore, the study shows that digital transformation not only reshapes the value realization path of agricultural products but also promotes a shift in enterprise decision-making on green production from experience-based to data-driven approaches. From a micro-level enterprise perspective, this paper uncovers the internal mechanism of digitally driven green production in agriculture under the e-commerce environment, providing both theoretical insights and practical implications for leading agricultural enterprises in advancing green transformation and for governments in optimizing policy instruments.