中文摘要：

关于生态农业的研究,已经在农学、生物学、地理学等领域积累了丰硕的成果。但是,这些研究大都着眼于生态农业的生产过程,即更多关注供给的角度,而很少从需求的角度来分析。本文从市场机制的角度出发,构建了消费者偏好与生产者策略的＂传导模型＂,依据消费者对农产品生态敏感度的不同对其进行区分。对于＂生态不敏感＂的农产品,消费者对产品的生态敏感度低,这一偏好通过价格信号传导到生产者,使生产者采取大规模标准化的生产策略,对生态环境造成损耗;对于＂生态强敏感＂的农产品,消费者对产品的生态敏感度高,这一偏好能够通过价格信号传导到生产者,并使生产者采取生态化生产的策略,是绿色可持续的;对于＂生态弱敏感＂的农产品,市场存在分层现象,使得上述两种传导机制同时并存。消费者的偏好与愿意支付的溢价,生产者采用生态化生产方式的成本,以及证明产品品质的交易费用,是决定农产品生产能否在市场环境下自发实现绿色可持续的三个关键环节。培育绿色消费观念、提高生态农业的产出、健全产品质量监督体系是促进生态农业发展的三个着力点。

英文摘要：

Research on eco-agriculture has got a lot of achievements in agronomy, biology, geography and other subjects. However, more attention were paid to the production process, or the supply side, but seldom to the demande side. Based on the market mechanism, a conducting model of the consumers＇ preference and producer＇s strategy was constructed in this paper. According to the different ecological sensibilities that consumers have on agricultural products, agricultural products were divided into 3 ecotypes. For products of non-ecologically-sensitive mode, the consumer is not ecologically-sensitive, and this preference is conducted to the supplier by price signals, which leads to a strategy of standardized production, so the production process has damage on environment. For products of strong-ecologically-sensitive mode, the consumer is highly ecologically- sensitive, and this preference is conducted to the supplier by price signals, which leads to a strategy of ecological production, so the production process is sustainable. For products of weak-ecologically-sensitive mode, there is a layered market and the two conducting ways exist simultaneously. The consumers＇ preference and willingness to pay, the added cost of ecological production, and the measurement cost of products quality are 3 core factors deciding whether agricultural production could be sustainable automatically under the market mechanism. Cultivating green consumption habit, increasing the output of ecological production and improving a product quality supervisory system are 3 key methods to develop eco-agriculture.