Driving mechanism of subjective cognition on farmers’ adoption behavior of straw returning technology: Evidence from rice and wheat producing provinces in China

Abstract

Straw burning is one of the important causes of environmental pollution in rural China. As an important green production technology, straw returning is beneficial to the improvement of rural environment and the sustainable development of agriculture. Based on the improved planned behavior theory, taking the survey data of 788 farmers in Shandong, Henan, Hubei, and Hunan provinces as samples, this paper uses a multi-group structural equation model to explore the driving mechanism of subjective cognition on the adoption behavior of farmers’ straw returning technology. The results show that behavioral attitude, subjective norm, and perceived behavioral control, which represent subjective cognition, all have significant driving effects on farmers’ intention to adopt straw returning technology. Behavioral intention plays a mediating role in the process of subjective cognition driving farmers’ adoption behavior of straw returning technology. Government support has a moderating role in the path from farmers’ behavioral intention to behavioral response. The subjective cognition of different types of farmers has a significant driving effect on the adoption intention of straw returning technology, but the driving strength weakens with the increase of the degree of farmers’ concurrent occupation. This study provides guidance for improving the government’s straw returning policy and regulating straw returning behavior.

Impacts of Capital Endowment on Farmers’ Choices in Fertilizer-Reduction and Efficiency-Increasing Technologies (Preferences, Influences, and Mechanisms): A Case Study of Apple Farmers in the Provinces of Shaanxi and Gansu, China

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Exploring the factors influencing urban farmers’ perception and attitude toward the use of excreta-based organic fertilizers in Arba Minch City, Ethiopia

“…To give subsequent researchers a comprehensive and useful information base, it is required, according to Si et al (2019), to examine the development and implementation of the TPB in the field of environmental science. The theory highlights that behavioral response is directly propelled by behavioral intention, and behavioral intention is shaped by subjective cognition, which serves as the influential factor (Ren and Zhong, 2022). According to Adnan et al (2019), a person's "normative belief system, " which is a formulation of anticipation and value, controls their understanding of society standards.…”

The effect of perceived value on farmers’ livestock manure resource utilization behavior: Evidence from Shandong, China

“…Referring to the research of Ren and Zhong (2022) and Boz (2016) , the utilization decision and utilization intensity were used to characterize the resource utilization behavior of livestock manure of farmers. Since the most direct form of resource utilization behavior of farmers is “yes” and “no,” the utilization decision adopts the binary assignment method.…”