贵州商学院学报

基于2012—2023年中国30个省区市的面板数据，运用双向固定效应模型与调节效应模型，考察农民消费扩大升级对农村生态环境的影响和互联网普及对二者的调节作用。研究发现：农民消费总量扩大和消费结构升级对农村生态环境质量提升有显著的正向影响，经过稳健性检验和内生性检验后，结论依然成立；调节效应发现，农村家庭宽带接入户数量的增加显著提高了农民消费总量与消费结构的生态效益，农村网民规模传播环保知识放大了消费结构升级红利，但单纯扩大农村网民规模可能因数字消费资源消耗产生负向效应；区域异质性分析发现，农民消费总量扩大对黄河流域等部分区域的农村生态有改善作用，对长江流域等区域则具有不利影响，消费结构生态效应呈现“流域协同性”与“经济梯度性”。根据研究结论，提出构建消费生态联动机制、强化数字技术赋能、实施差异化区域政策的建议，以期对协同推动农村消费与生态改善，提升治理精准度有一定借鉴意义和参考价值。

Based on the panel data of 30 provinces, autonomous regions and cities in China from 2012 to 2023, this paper uses the two-way fixed effect model and the moderating effect model to investigate the impact of the expansion and upgrading of farmers′ consumption on the rural ecological environment and the moderating effect of Internet popularization on both. Research has found that the expansion of farmers′ total consumption and the upgrading of consumption structure have a significant positive impact on the improvement of rural ecological environment quality. After robustness and endogeneity tests, the conclusion still holds true; The moderating effect found that the increase in the number of broadband access in rural households significantly improved the ecological benefits of farmers′ total consumption and consumption structure. The dissemination of environmental knowledge among rural netizens amplified the dividend of consumption structure upgrading, but simply expanding the scale of rural netizens may have negative effects due to the depletion of digital consumption resources; Regional heterogeneity analysis found that the expansion of farmers′ total consumption has an improving effect on rural ecology in some areas such as the Yellow River Basin, but has a negative impact on areas such as the Yangtze River Basin. The ecological effects of consumption structure show "basin synergy" and "economic gradient". Based on the research findings, suggestions are proposed to establish a consumer ecological linkage mechanism, strengthen digital empowerment, and implement differentiated regional policies, in order to provide certain reference value and guidance for promoting rural consumption and ecological improvement in a coordinated manner, and enhancing governance accuracy.