How neighbourhood effects shape grape farmers’ storage decisions: the moderating role of risk aversion

Purpose Encouraging farmers to optimize their agricultural product storage practices is crucial for enhancing the added value of agricultural products and ensuring a stable market supply. This study aims to analyse the impact of neighbourhood effects on farmers’ grape storage practices, the moderating role of risk aversion and the differentiated responses of farmers with different storage motives. Design/methodology/approach The study constructs an analytical framework based on field survey data from 627 grape growers in Beizhen City, Liaoning Province. It uses Probit and Tobit regression models to analyse the impact of neighbourhood effects on farmers’ grape storage behaviour and the underlying mechanisms. Findings The basic regression shows neighbourhood effects positively impact farmers’ grape storage behaviour, with this conclusion validated by robustness tests. Mechanism analysis reveals that risk aversion weakens the positive impacts. Further analysis reveals that neighbourhood storage behaviour (NSB) has a more pronounced effect on storage quantity among distress-oriented farmers, while neighbourhood e-commerce participation behaviour (NEPB) significantly influences storage quantity among strategic-opportunistic farmers. Originality/value Expanding the study of agricultural storage to the field of high value and introducing the perspective of neighbourhood effects for analysis. At the same time, it identifies the heterogeneous roles of the two perspectives on neighbourhood effects for farmers with different storage motives. This provides a theoretical basis and policy recommendations for optimising farmers’ storage behaviour and sustainable agricultural development.