The Role of Farmers’ Green Values in Promoting Green Innovation and Technology Adoption: Insights from China’s Grain Green Production
Background: Agriculture and Environmental Sustainability
Agriculture stays key to the global economy and the earth’s health. It supports many people, yet it adds to greenhouse gas emissions. In some developing countries, about 35% of these emissions come from agriculture. Chemical inputs, like pesticides, connect directly to risks for human health and nature. Farmers in China use many pesticides. Their inefficient use links to environmental damage. These issues call for green practices that protect both food and our planet.
Study Focus and Theoretical Framework
This research links farmers’ green values with their green ideas and technology choices. The core connects to the Unified Theory of Acceptance and Use of Technology. It explains three links: • Green values directly boost green ideas and green technology use. • Green ideas act as a bridge between green values and using green technology. • Health awareness changes how green values connect to green ideas.
Methodology
The study reached 303 Chinese grain farmers with clear questionnaires. It used Partial Least Squares Structural Equation Modeling with SmartPLS. Each method ties closely to the test of the ideas.
Key Findings
• Strong Bonds with Green Values: Farmers who show green values tend to form strong green ideas and choose green technology.
• Bridge of Green Innovative Intention: Green ideas lead to the use of green technology and connect green values to action in the field.
• Health Consciousness as a Modifier: When farmers care about health, the link from green values to green ideas grows stronger. However, health awareness does not strongly change the step from green values to using technology.
Implications for Sustainable Agriculture
These findings connect how farmers' beliefs help them act green. Such ideas bind closely to efforts like China’s Grain for Green Project. The evidence ties green values and health care to more green technology adoption. To drive change: • Policy should help farmers grow green values and boost health care. • Interventions must build both a green mindset and new ideas. • Health care awareness may help farmers choose green ideas faster.
Conclusion
The study adds clear evidence on green farming. Its links show that strong green values and health care matter for forming and using green ideas. These insights bind theory with practice for those who wish to balance farm output with nature care.
Reference: 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, 13, 980570. https://doi.org/10.3389/fpsyg.2022.980570
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