长期以来，农户“重利用、轻保护”的生产方式给农村生态环境和农业可持续发展带来了严重威胁和挑战，耕地质量和生态稳定性下降的态势十分严峻，严重威胁到我国的耕地保护和粮食安全战略。推行绿色农业则是保护耕地质量，提高地力的有效路径。绿色生产技术是实现农业生产方式向绿色农业转变的重要抓手，而农户作为绿色生产技术的采纳者和潜在的推广者，在绿色生产技术的推广运用中扮演着重要角色。因此，研究绿色生产技术推广中农户行为与调控机制，对推进农业绿色发展、强化耕地质量和生态保护、实现农户增产增收、保障粮食安全具有重要意义。

本文以农户作为研究对象，构建了“技术采纳—行为效应—推广参与—调控机制”的研究思路，利用鄱阳湖平原粮食主产区的农户调研数据，从水稻种植产前、产中和产后三个环节选择种植绿肥、测土配方施肥和秸秆还田三种典型的绿色生产技术进行研究。具体而言，本文分析了农户对绿色生产技术认知水平、采纳意愿和采纳行为现状的基础上，探讨了农户采纳技术行为的影响因素；充分了解农户对绿色生产技术经济和生态感知效应后，本文估计了农户绿色生产技术不同采纳情景下的经济和生态效应；掌握农户参与绿色生产技术推广意愿后，本文分析了影响农户参与绿色生产技术推广的因素；最后，本文从农户感知视角评价了绿色生产技术推广现状，辨析出技术推广存在的问题，由此提出绿色生产技术推广的调控目标和调控路径。本文得到的主要研究结论如下：

（1）农户对绿色生产技术的认知程度、采纳意愿和采纳行为还有待提高，生计资本、个体特征和技术感知是影响农户采纳绿色生产技术的主要因素。农户对种植绿肥、测土配方施肥和秸秆还田具有较差认知的比重依次为28.83%、43.99%和16.81%，不愿意采纳的比重依次为36.08%、34.10%和18.62%，实际采纳的比重依次为36.90%、31.63%和71.99%，三项绿色生产技术中一项都没采纳、采纳一项、采纳两项、采纳三项的比重依次为25.21%、28.34%、27.18%和19.27%。回归结果表明，农户采纳种植绿肥主要受到人力资本、年龄、教育程度、风险偏好、生态环境、亩产增加和信息获取渠道的正向影响，物资资本和家离农技距离的负向影响。自然资本、物资资本、教育程度、风险偏好、生态环境、成本降低、亩产增加和信息获取渠道对农户采纳测土配方施肥有正向影响，而金融资本和家离农机站距离具有负向影响。农户是否采纳秸秆还田主要受到自然资本、教育程度、风险偏好、绿色农业、成本降低、亩产增加和信息获取渠道的正向影响，家离农技距离的负向影响。此外，农户绿色生产技术的采纳程度主要受到自然资本、教育程度、风险偏好、绿色农业、生态环境、亩产增加、成本降低和信息获取渠道等变量的正向影响，物资资本、金融资本、家离农技距离等变量的负向影响。

（2）农户普遍认为绿色生产技术具有一定的经济和生态效应，且农户采纳绿色生产技术被证明具有显著的经济和生态效应。52.89%~64.24%的农户认为采纳绿色生产技术能够较好地增加亩产量、增加收入和减少投入成本，具有一定的经济效应；56.68%~65.90%的农户认为采纳绿色生产技术能够较好地改善土壤肥力、改善河流水质、改善耕种环境和减少化肥用量，具有一定的生态效应。行为效应估计结果表明，农户采纳绿色生产技术具有显著的经济和生态效应，具体表现为反事实假设情景下，实际采纳三种绿色生产技术的农户若选择不采纳，农户的水稻亩产值都将减少，化肥施用量都将增加；实际未采纳三种绿色生产技术的农户若选择采纳，农户的水稻亩产值都将增加，化肥施用量都将减少；绿色生产技术的采纳程度越大，水稻亩产值的增产效果越明显，化肥减量化施用的效果也越明显。农户的水稻亩产值主要受到家庭人口数、耕地破碎度、家离耕地距离、政府官员和土壤肥沃程度的影响，而化肥施用量的主要影响因素为耕种面积、耕地破碎度、土壤肥沃程度和家离耕地距离。

（3）大部分农户愿意以不同形式参与绿色生产技术的推广，农户参与绿色生产技术推广受到感知有用性、感知易用性、采纳条件、效果展示和主观规范的影响。农户对绿色生产技术的采纳效应感知越好，其愿意以合作参与、主动参与、花钱参与和投入劳动力参与等方式参与技术推广的比例越高。回归结果表明，感知有用性、采纳条件、效果展示、感知易用性和主观规范对农户参与绿色生产技术推广均具有显著的正向影响。感知有用性和感知易用性起到中介变量的作用，即效果展示、主观规范和感知易用性对感知有用性具有正向影响，进而影响农户参与绿色生产技术推广；采纳条件、效果展示、主观规范对感知易用性具有正向影响，进而影响农户参与绿色生产技术推广。此外，各变量的影响路径效应方面，采纳条件的直接影响效应最大，主观规范的最小；效果展示的间接影响效应最大，感知易用性的最小；采纳条件总的影响效应最大，感知有用性的总影响效应最小。

（4）绿色生产技术的推广效果还有待加强，技术推广还存在一些问题，基于设置的技术推广调控目标，提出技术推广的调控机制。基于农户评价和偏好视角，发现有41.69%的农户不满意绿色生产技术的推广力度，41.51%的农户认为其向农业技术推广人员寻求咨询帮助有障碍，49.59%的农户认为推广绿色生产技术的必要性较强，农户希望技术推广主体构成是政府为主导的多元主体参与。此外，总结出绿色生产技术推广存在四点问题：第一，技术推广工作以行政为主，推广服务为辅；第二，技术推广人员的素质和业务能力还有待提高；第三，推广内容与农户需求的匹配度不高，对农户的吸引力不足；第四，绿色生产技术的有效需求还有待提高。因此，本文从生态、经济和社会三个方面设置了绿色生产技术推广的调控目标。基于调控目标，本文从技术认知提高、采纳意愿诱导、采纳行为激励、采纳效应提升和多元主体参与方面提出绿色生产技术推广调控路径。

For a long time, the farmers’ production mode of “emphasizing utilization and neglecting protection” has brought serious threats and challenges to the rural ecological environment and sustainable agricultural development. The decline of cultivated land quality and ecological stability is very serious, which seriously threatens China’s cultivated land protection and food security strategy. The implementation of green agriculture is an effective way to protect the quality of cultivated land and improve soil fertility. Green production technology (GPT) is an important tool to realize the transformation of agricultural production mode to green agriculture. As the adopters and potential promoters of GPT, farmers play an important role in the extension and application of GPT. Therefore, the study of farmers’ behavior and regulation mechanism in the extension of GPT is of great significance to promote agricultural green development, strengthen cultivated land quality and ecological protection, increase farmers’ production and income, and ensure food security.

Taking farmers as the research object, this paper constructed the research ideas of “technology adoption-behavior effect-extension participation-regulation mechanism”. The survey data of farmers in the major grain-producing areas of Poyang Lake Plain was used, three typical GPTs including planting green manure (PGM), soil testing and formula fertilization technology (STFFT) and straw returning technology (SRT) were studied from three stages of rice planting before, during and after production. Specifically, based on the analysis of farmers’ cognition level, adoption willingness and adoption behavior of GPT, this paper discussed the influencing factors of farmers’ technology adoption behavior. After fully understanding the economic and ecological perception effects of farmers on GPT, this paper estimated the economic and ecological effects under different adoption scenarios of GPT. After mastering the willingness of farmers to participate in the extension of GPT, this paper analyzed the factors affecting farmers’ participation in the extension of GPT. Finally, the paper evaluated the current situation of GPT extension from the perspective of farmers’ perception, analyzed the existing problems in GPT extension, and put forward the regulation target and regulation path of GPT extension. The main conclusions of this paper are as follows:

(1) Farmers’ cognition level, adoption willingness and adoption behavior of GPT need to be improved. Livelihood capital, individual characteristics and technology perception are the main factors affecting farmers’ adoption of GPT. Among the three GPTs of PGM, STFFT and SRT, the proportions of farmers with poor cognition are 28.83%, 43.99% and 16.81%, respectively; the proportions of unwilling to adopt are 36.08%, 34.10% and 18.62%, respectively; the proportion of actually adopted was 36.90%, 31.63% and 71.99% respectively; the proportions of adopted items of zero, one, two and three are 25.21%, 28.34%, 27.18% and 19.27%, respectively. The regression results showed that farmers’ adoption of PGM was mainly positively affected by human capital, age, education, risk preference, ecological environment, increase of unit yield and information acquisition channel, and negatively affected by physical capital and the distance from home to agricultural machinery station. The variables of natural capital, physical capital, education, risk preference, ecological environment, cost reduction, increase of unit yield and information acquisition channel have positive effects on farmers’ adoption of STFFT, while the variables of financial capital and the distance from home to agricultural machinery station have negative effects. Whether farmers’ adoption of SRT was mainly positively influenced by natural capital, education, risk preference, green agriculture, cost reduction, increase of unit yield and information acquisition channel, and negatively affected by the distance from home to agricultural machinery station. In addition, natural capital, education, risk preference, green agriculture, ecological environment, increase of unit yield, cost reduction and information acquisition channel were positively correlated with the adoption degree of GPT, while physical capital, financial capital and the distance from home to agricultural machinery station were negatively.

(2) Farmers generally believe that GPT has certain economic and ecological effects, and farmers’ adoption of GPT has been proved to have significant economic and ecological effects. 52.89%~64.24% of farmers believe that adopting GPT can better increase of unit yield, increase income and reduce input costs, which have certain economic effects. 56.68%~65.90% of farmers believe that adopting GPT can better improve soil fertility, improve river water quality, improve farming environment and reduce fertilizer consumption, which have certain ecological effects. The estimation results of behavioral effects showed that farmers’ adoption of GPT has significant economic and ecological effects, which is reflected in the counterfactual scenarios. If farmers who actually adopt the three GPTs choose not to adopt them, the unit output value of rice will decrease and the amount of chemical fertilizer will increase. If farmers who do not adopt the three GPTs choose to adopt them, the unit output value of rice will increase and the amount of chemical fertilizer will decrease. If farmers adopt the more GPT, the unit output value of rice increase effect and the effect of fertilizer reduction are more obvious. The unit output value of rice was mainly affected by the family population, the fragmentation of cultivated land, the distance from home to cultivated land, government officials and soil fertility. The main influencing factors of the amount of chemical fertilizers are the area of cultivated land, the fragmentation of cultivated land, soil fertility and the distance from the family.

(3) Most farmers are willing to participate in the extension of GPT by different forms. Farmers’ participation in the extension of GPT was affected by perceived usefulness (PU), perceived ease of use (PEU), adoption condition (AC), effect display (ED) and subjective norm (SN). The better farmers’ perception of the adoption effect of GPT, the higher proportion of farmers willing to participate in technology extension through cooperative participation, active participation, spending participation and labor participation. The regression results showed that PU, AC, ED, PEU and SN have significant positive impact on farmers’ participation in the extension of GPT. PU and PEU play the role of intermediary variables, that is, ED, SN and PEU have positive impact on PU, and then affect farmers’ participation in the extension of GPT; AD, ED and SN have positive impact on PEU, and then affect farmer’ participation in the extension of GPT. Moreover, in the direct impact effect, AC is the largest, and SN is the smallest; in the indirect impact effect, ED is the largest, and PEU is the smallest; in overall impact effect, AD is the largest, and PU is the smallest.

(4) The extension effect of GPT needs to be strengthened, and there are still some problems in technology extension. Based on the set technology extension control target, a regulation mechanism for technology extension was proposed. Based on the evaluation and preference perspective of farmers, it was found that 41.69% of farmers were dissatisfied with the extension of GPT, 41.51% of farmers believed that it was difficult for them to seek consultation and help from agricultural technology extension staff, and 49.59% of farmers believed that it was necessary to promote GPT. The farmers hope that the main body of technology extension will be the participation of multiple subjects led by the government. Furthermore, there are four problems in the extension of GPT: firstly, technology extension is mainly administrative, supplemented by extension services; secondly, the quality and professional ability of technology extension personnel need to be improved; thirdly, the matching degree between the promotion content and the needs of farmers is not high, and it is not attractive to farmers; fourthly, the effective demand for GPT is insufficient. Therefore, this paper sets up regulation goals for the extension of GPT from three aspects: ecology, economy and society. Based on the regulation goals, this paper propos regulation pathes for the extension of GPT from the aspects of technological cognition improvement, adoption willingness induction, adoption behavior incentives, adoption effect enhancement and multi-subject participation.