Analysis of the Impact of Platform Economy on Residents’ Consumption of Green Agricultural Products

The expansion of the consumption of green agricultural products is a vital direction for transforming and upgrading food consumption for China’s residents. The development of the platform economy, based on the development of electronic information technology, achieved through changing business models, economic form, and, especially, the consumption habits and channels of residents, further improves the consumption potential of green agricultural products. This paper uses micro-questionnaire survey data from 424 green agricultural product consumers nationwide and utilizes the propensity score matching (PSM) model to explore the impact of the platform economy on residents’ consumption of green agricultural products. This study found that the platform economy can significantly promote residents’ consumption of green agricultural products. In particular, the positive effect is more significant for urban residents with higher household incomes. In addition, improving residents’ health awareness and value perception is conducive to motivating residents’ green agricultural product consumption. Therefore, this paper proposes suggestions, such as focusing on strengthening the construction of platform infrastructure in rural areas, promoting the development of platform economy in urban areas through innovative application platform technologies, and cultivating residents’ basic literacy for effective participation in the platform economy, to provide new channels and ideas for expanding the consumption of green agricultural products in China.