The Role of Farmers’ Green Values in Driving Green Innovation and Technology Adoption in Grain Production: Key Insights

Researchers from Jiangxi University of Technology and Jiangxi Agricultural University in China studied how farmers value the environment. They linked farmers’ green values directly to their drive to try new eco-friendly practices and to adopt green technology in grain production. Their work, published in Frontiers in Psychology (2022), shows clear evidence that green values support sustainable farming. This idea matters for projects like China’s Grain for Green Project (GGP), which restore the environment.

Background and Context

• Agricultural Environmental Impact:
  Agriculture often emits greenhouse gases. It adds about 35% of global emissions on average (Rockström et al., 2017). Farmers also use many pesticides. These chemicals harm both nature and human health.

• China’s Challenge:
  China uses many pesticides. Heavy chemical inputs upset nature and risk food safety.

• Grain for Green Project (GGP):
  China runs this project to cut soil erosion and boost sustainable farming. The project supports eco-friendly practices.

Study Objectives and Framework

The study uses ideas from the Unified Theory of Acceptance and Use of Technology (UTAUT). The researchers ask:

• How do farmers’ green values spark a desire to try new eco-practices (green innovative intention)?
• How do these values lead to actual green technology use?

They look at two main effects:

• Green innovative intention mediates the link between green values and the use of green technology.
• Health consciousness changes how strongly green values push green innovative intention.

Methodology

The team surveyed 303 Chinese farmers involved in grain production. They used structured questionnaires and sampled by convenience. They modeled their ideas with partial least square structural equation modeling (PLS-SEM) using SmartPLS software.

Key Findings

1. Green Values Boost Innovation and Technology Use:
   Farmers with strong green values often show more desire to try eco-friendly methods. This desire leads to greater green technology adoption.

2. Green Innovative Intention Acts as a Bridge:
   The wish to innovate partly explains how green values lead to using green technology.

3. Health Consciousness Strengthens Some Links:
   When farmers care more about health, green values more strongly boost the desire to innovate. Still, health care does not change how green values directly lead to green technology use.

Theoretical and Practical Implications

The study shows that a farmer’s inner green values shape sustainable agriculture. The link is direct and simple: valuing nature helps drive eco-friendly practices. Policymakers and agricultural services should work to build these green values and raise health awareness. Such focus may boost the uptake of green technology. Projects like the GGP can move faster when they add these human factors.

Conclusion

This research gives clear support for the idea that stronger green values among farmers help spark innovation and technology use. By shaping both eco-friendly intentions and health awareness, practical plans can better curb environmental issues within farming communities.

References:

• Gao, R., Zhang, H., Gong, C., & Wu, Z. (2022). The role of farmers’ green values in creation of green innovative intention and green technology adoption behavior: Evidence from farmers grain green production. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2022.980570
• Rockström, J., et al. (2017). Agriculture and climate change impacts and adaptation.
• Fan, T., et al. (2014). Pesticide use and its environmental consequences in China.
• Grung, M., et al. (2015). Pesticide effectiveness and environmental loading.
• Kumar, et al. (2019). Food safety regulations and pesticide usage in agriculture.

By focusing on the mindset of farmers and the bonds between green values and health, stakeholders can extend the use of eco-friendly technology and push forward sustainable agriculture.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.