Abstract: As the main production and operation body of agriculture, the green production behavior of rural households has a crucial impact on the green development of agriculture. From the perspective of behavioral economics, a theoretical framework for the impact of perceived value and technology acquisition on farmers' green production behavior was constructed. Based on the survey data of 281 watermelon farmers in Kashgar, Xinjiang, this paper empirically analyzes the relationship and influence degree of perceived value and technology acquisition on farmers' green production behavior by using the binary Probit model, and further explores the intrinsic role of technology acquisition in the process of farmers' green production and operation with the help of the mediating effect model. The results show that the intrinsic perceived value and the acquisition of external technology both positively affect farmers' green production behavior at the significance level of 1%. Technology acquisition plays a partial mediating role in the process of the impact of perceived value on farmers' green production behavior, accounting for 42.95%, and there is a relationship between “perceived value‑technology acquisition‑farmers' green production behavior”. In view of this, it is proposed to give full play to the external incentive effect of technology on farmers, actively carry out green production publicity, technical training and various technical services, improve farmers' awareness of green production and intrinsic value perception, and mobilize farmers' enthusiasm for green production.

Key words: farmers, green production behavior, perceived value, technology acquisition, binary Probit model, mediating effect

摘要： 农户作为农业的主要生产经营主体，其绿色生产行为对农业绿色发展有着至关重要的影响。从行为经济学视角出发，构建感知价值、技术获得对农户绿色生产行为影响的理论框架，基于新疆喀什地区281份西甜瓜种植农户的调研数据，运用二元Probit模型实证分析感知价值、技术获得对农户绿色生产行为的作用关系和影响程度，并借助中介效应模型进一步探究技术获得在农户绿色生产行为中的内在作用机制。结果表明：内在感知价值与外部技术获得均在1%的显著性水平下正向影响农户绿色生产行为；技术获得在感知价值对农户绿色生产行为的影响过程中发挥部分中介作用，其效应占比为42.95%，存在“感知价值—技术获得—农户绿色生产行为”的作用关系。鉴于此，提出应充分发挥技术获得对农户的外在激励效力，积极展开绿色生产宣传、技术培训和各项技术服务，提升农户对绿色生产的认知水平和内在价值感知，调动农户进行绿色生产的积极性等建议。

关键词: 农户, 绿色生产行为, 感知价值, 技术获得, 二元Probit模型, 中介效应