E-Commerce Participation, Subjective Norms and Grassland Utilization Pressure: An Empirical Evidence of Herdsmen in Inner Mongolia, China

The general requirements of China’s rural revitalization strategy are industrial prosperity, ecological livability and rich life. However, the traditional livestock breeding model has struggled to balance the dual requirements of production development and ecological protection, and it is urgent to inject new impetus and explore new development paths. At present, e-commerce has become a bridge between pastoral areas and cities, herdsmen and consumers. E-commerce participation is not only an important starting point for herdsmen to increase the added value and profit space of livestock products, but also an effective way to change the original breeding behavior based on the premise of destroying grassland. Therefore, this paper presents an in-depth study on the issue of e-commerce enabling grassland ecological restoration, aiming to provide more scientific and effective guidance for e-commerce to be used to achieve a win–win situation in economy and ecology. Therefore, based on the data of 271 herdsmen in pastoral areas of Inner Mongolia, we used the OLS model and the two-stage least squares (2SLS) method to identify the direct impact of herdsmen’s e-commerce participation on grassland utilization pressure. The empirical results show that e-commerce participation can significantly decrease the grassland utilization pressure. The conclusion was still valid after alleviating endogeneity and conducting a robustness test. The results of a mechanism analysis suggest that the reduction effect of e-commerce participation on grassland utilization pressure is mainly due to price incentive, reputation incentive and place identity. Subjective norms can strengthen the inhibitory effect of e-commerce participation on grassland utilization pressure. Furthermore, a heterogeneity analysis demonstrates that e-commerce participation has a better, decreased impact on the grassland utilization pressure on the banners of China’s rural e-commerce demonstration county program. Under a counterfactual assumption, if herdsmen who can participate in e-commerce choose not to do this, their grassland utilization pressure will increase.