Family farms are crucial for promoting the green transformation of China's agriculture, but their green production (GP) level remains low under the traditional sales model. Rural e-commerce (RE), facilitated by the “Internet +”, has the potential to overcome this challenge; however, its theoretical and empirical efficacy remains unproven. This article aims to verify the impact of RE on family farms' GP. To do so, we establish a theoretical framework, and use endogenous switching regression (ESR) to investigate the impact based on survey data ...
