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Agricultural green production is the fundamental way to ensure the quality and safety of agricultural products and alleviate the deterioration of China􀆳s ecological environment. Although academia has conducted abundant research on the factors affecting farm⁃ ers' green production behavior, little is known about the relationship between agricultural product e-commerce and fruit farmers' green production. Therefore, this article explored the relationship between E-commerce participation and fruit farmers' green production be⁃ havior and its impact mechanism. Then, based on 812 field survey data collected from four counties of three provinces, the RBP model was used for an empirical test. Finally, the robustness and heterogeneity tests were performed. And the following conclusions were drawn: ① E-commerce participation could improve the probability of fruit farmers' green production implementation, and the average treatment effect of the treated (ATT) was 24.7%. Moreover, the above benchmark conclusions were robust and reliable after robust dis⁃ cussions through methods such as replacing models and replacing explanatory variables. ② There were differences in the treatment ef⁃ fects of E-commerce participation on different green production behaviors, and these differences were shown in descending order ac⁃ cording to the value of ATT as: strictly following the standard pesticides application, physical control measures, and biological control measures. ③ E-commerce participation could encourage fruit farmers to implement green production behaviors by enhancing green pro⁃ duction awareness, raising agricultural product price expectations, and pursuing a positive consumer reputation. Therefore, it is neces⁃ sary to increase the publicity and promotion of agricultural product E-commerce, thereby increasing the participation of fruit farmers in E-commerce. Meanwhile, it is also necessary to ensure the effectiveness of agricultural product E-commerce in improving the quality of agricultural products and obtaining a quality premium by implementing green production so as to promote the synergistic improvement of the participation rate of E-commerce and the implementation rate of green production. In addition, the guiding role of the government in green production should be strengthened. [ABSTRACT FROM AUTHOR]

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Copyright of Acta Agriculturae Zhejiangensis is the property of Acta Agriculturae Zhejiangensis Editorial Office and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Southern Agriculture is the property of Journal of Southern Agriculture and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)