The Role of Farmers’ Green Values in Promoting Green Innovation and Technology Adoption in Grain Production

Background and Importance
Climate change is worsened by agriculture. Emissions from farms have a strong impact, especially in developing countries. In these areas, farming makes up about 35% of total emissions. Pesticides add to the risk. Chemicals harm health and nature. China uses many pesticides. Farmers there mix chemicals in ways that show room for change. Safer and greener methods are needed.

Study Focus
This work looks at how farmers’ green values affect their choices. It asks if these values help them try new ideas and green technologies in grain production. The work studies China’s Grain for Green Project. This project helps fix soil erosion and push eco-friendly practices forward.

Research Model and Hypotheses
The study uses the Unified Theory of Acceptance and Use of Technology. The key points are as follows:

• Green values link to green innovation and green technology use.
• A strong intention to be green makes tech adoption easier.
• Innovation intention acts as a bridge between green values and tech use.
• Health awareness changes how green values work on innovation.

Methodology
The study gathered answers from 303 Chinese grain farmers. It used structured questionnaires. It then applied Partial Least Squares Structural Equation Modeling to test ideas.

Key Findings

• Positive Influence of Green Values: Farmers with strong green values tend to innovate more and use green technology.
• Innovation Drives Adoption: When farmers plan to innovate, they choose green technology more often.
• Mediation Explained: The wish to innovate helps explain how green values lead to tech use.
• Health Consciousness Moderation: Health awareness makes green values even stronger when it comes to innovative plans. It does not change the direct tie between green values and tech use.

Implications

• Theoretical: The study adds to our knowledge of environmental psychology. It shows that green values and health matter for eco-friendly progress.
• Practical: Policymakers and farming advisors should build green values in farms. They should also boost health awareness among farmers. These steps can spread sustainable farming and cut the use of harmful chemicals.

Conclusion
The work shows that building green values in farmers is key. It drives green ideas and green tech uptake. Health awareness further boosts the drive to innovate. Yet, it does not change tech use on its own. These points help us plan better ways to support sustainable farming and eco restoration.

Source: Gao, R. et al. (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

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