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Reducing the use of chemical fertilizers in agricultural production is an inevitable requirement for achieving carbon neutrality and coping with global warming, and it is also an important measure for achieving green and sustainable agricultural development. Furthermore, the development of socialized services of green production provides a new approach to effectively reducing the use of fertilizers. Based on the survey data of 2202 rice growers in Jiangsu Province in 2021, this paper empirically analyzed the effects of socialized services of green production and social network on the reduction in fertilizer application by farmers. The results showed that both the socialized services of green production and social networks could significantly promote the reduction in fertilizer application by farmers. Social networks have a moderating effect between socialized services of green production and reduction in fertilizer application and can enhance the promotion of farmers’ adoption of socialized services of green production to reduce the application of fertilizers. With consideration of the potential endogenous problems of the model and the robustness test by replacing the key explanatory variables and the explained variables, all of the results were stable. Therefore, it is emphasized that the government should cultivate the main body of agricultural socialized services, improve the socialized service system of green production, and promote the green development of agriculture by service scale operation. Equally, it is necessary to strengthen the construction of rural social networks for the exchange of fertilization experience and give full play to the positive role of social networks in the reduction in fertilizer application by farmers.

Developing agricultural socialized services is of great significance for promoting agricultural sustainable development and ensuring food security. The use of the Internet provides new opportunities to promote the development of agricultural socialized services. Using data from the China Family Panel Studies (CFPS) in 2016 and 2018 with 8850 observations, this paper investigates the effects of Internet use on farmers’ adoption decision and adoption degree of agricultural socialized services, and explores the mediating effect of social networks. The adoption of agricultural socialized services is divided into adoption decision and adoption degree, and the Probit model and Tobit model are used for empirical analysis. The results showed that: (1) Internet use has a significant positive impact on both the adoption decision and the adoption degree of agricultural socialized services. Specifically, the impact of Internet use on the adoption decision and adoption degree of agricultural machinery services is greater than that of agricultural hired labor services. (2) The mechanism analysis found that social networks partially mediated the effect of Internet use on farmers’ adoption decision and adoption degree of agricultural socialized services. Furthermore, social networks have a greater mediating effect on the influence of Internet use on farmers’ adoption decision and adoption degree of agricultural machinery services compared to agricultural hired labor services. (3) The heterogeneity test found that Internet use has no significant impact on the adoption of agricultural socialized services by older farmers and farmers with a low education level. Therefore, it is crucial to fully leverage the potential of the Internet to facilitate the supply and demand of agricultural socialized services. Moreover, it is essential to integrate the market of agricultural socialized services with the rural social network to realize the synergy of “Internet plus social network”. This integration facilitates the organic connection between small farmers and modern agricultural development.

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