农林经济管理学报2026，Vol.25Issue(2)：206-214,9.DOI:10.16195/j.cnki.cn36-1328/f.2026.02.22
绿色品牌对生态农产品溢价的作用效应
Effect of green branding on price premium of ecological agricultural products:an empirical analysis based on environmental regulation and market integration
摘要
Abstract
This study utilizes panel data from 27 provinces in China spanning 2010-2024,with a sample of platform premium data for multiple categories of ecological agricultural products.By applying fixed effects models,moderation effect models,and threshold effect models,it empirically examines the impact of green branding on the price premium of ecological agricultural products and further analyzes the mechanisms through which environmental regulation and market integration operate in this process.The results show that green branding has significant positive effects on the price premium of ecological agricultural products,which remains robust after endogeneity concerns are addressed and rigorous stability tests conducted.The moderation effect analysis reveals that environmental regulation plays a positive moderating role in the relationship between green branding and product premium.Threshold effect analysis shows that green branding on the price premium of ecological agricultural products exhibits threshold effects based on market integration.Heterogeneity analysis further demonstrates that the premium effect of green branding on ecological agricultural products varies across regions,being more pronounced in areas with underdeveloped e-commerce,higher income levels,and key development zones.Therefore,policy efforts should focus on improving the green branding system to refine the value realization and premium mechanisms for ecological agricultural products.While advancing brand differentiation strategies to mitigate homogeneous competition,it is essential to fully account for regional heterogeneity and seek a dynamic balance between market-oriented operations and ecological protection.关键词
生态农产品溢价/绿色品牌/环境规制/市场整合/居民收入Key words
premium of ecological agricultural products/green branding/environmental regulation/market integration/income level分类
管理科学引用本文复制引用
黄进,贾晶晶,田野,田红宇..绿色品牌对生态农产品溢价的作用效应[J].农林经济管理学报,2026,25(2):206-214,9.基金项目
国家社会科学基金一般项目(22BMZ011)、湖北省哲学社会科学基金重大项目(23ZD152)的阶段性结果和全国统计科学研究重点项目(2024LZ006) （22BMZ011）
