Abstract
ABSTRACTIntegrating small‐scale farmers into large markets is crucial for agricultural modernization. To this end, China—as a ‘large country, small farmer’—has fostered socialized agricultural services (SASs). Although some studies have examined specific service components of SASs, a systematic analysis is missing and the mechanisms of SAS's effects on farmers' market participation has not been clarified. To address this gap, we use data from the 2020 China Rural Revitalization Survey to construct a motivation–opportunity–ability (MOA) framework for farmers' market participation behavior, uniquely introducing SASs to assess their impact on small farmers' market participation. This comprehensively examines farmers' market and deep‐market participation, as measured by their sales decisions and channel selections, respectively, and addresses model endogeneity using the conditional mixed process and Heckman model. The findings reveal that SASs promote farmers' market and deep‐market participation, augmenting the probability of participation by 39.6% and 14.2%, respectively. Mechanisms analysis reveals that this positive impact is brought about by increasing farmers' motivation to produce marketable products, providing farmers with direct access to heavily capitalized buyers, and increasing farmers' market participation ability. The heterogeneity analyses demonstrates that SASs improve the market participation of rice and corn farmers, having the greatest impact on the former. The findings provide policy guidelines concerning how to promote farmers' market participation in China, and provide a “Chinese experience” for other developing countries.
Published Version
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