The role of farmers’ green values in creation of green innovative intention and green technology adoption behavior: Evidence from farmers grain green production

Abstract

Grain for Green Project (GGP) is one of China’s important ecological restoration projects. The key rationale of this Program is to decrease soil erosion and develop ecological conditions. The agricultural sector is putting efforts to promote green innovation and production among farmers to achieve the targets of ecological restoration projects. However, farmers’ green values could play a constructive role in building green innovative intention and green technology adoption behaviors. Based on the unified theory of acceptance and use of technology (UTAUT), the present study investigates the association between farmers’ green values and green technology adoption behavior. For empirical investigation, the current study assumes that farmers’ green values positively correlate with green innovative intention and green technology adoption behavior, respectively. Further, this study proposes that green innovative intention positively impacts green technology adoption behavior. The present study also aims to determine the mediating role of green innovative intention in the relationship between farmer green values and green technology adoption behavior. This study also attempts to check the moderating role of health consciousness in the relationship between farmer green values and green innovative intention and the relationship between farmer green values and green technology adoption behavior, respectively. For empirical analyses, the present study gathered data from303 farmers in China through a structured questionnaire method using a convenient sampling technique. The present study applied partial least square structural equation modeling for empirically examining hypotheses using Smart PLS software. The findings confirmed that farmers’ green values have a positive association with green innovative intention and green technology adoption behavior, respectively. The results further verified that green innovative intention positively correlates with green technology adoption behavior. The finding also authenticated that green innovative intention positively mediates the relationship between farmers’ green values and green technology adoption behavior. The moderating role of health consciousness in the relationship between farmers’ green values and green innovative intention is also confirmed by the results of this study. However, the findings revealed that health consciousness does not moderate the relationship between farmers’ green values and green technology adoption behavior. This study’s findings serve the literature by providing empirical insight on the importance of farmers’ green values for green innovative intention and green technology adoption behavior. Moreover, the findings also have important theoretical and practical implications.

Factors Influencing Small-Holder Food Crops Farmers’ Adoption Intention Behaviour on Modern Agricultural Technology among the Non-Adopter in Sarawak’s Rural Areas

“…The result shows that the younger generation of farmers tend to have stronger intention to adopt modern agricultural as they are not greatly influenced by social influences such as their family member, friends and other fellow farmers. This finding supported the assertion made by Gao et al (2022) that emphasized that social factors offer non-conclusive effect on farmers' adoption behaviour on modern agricultural technology. It also agreed to assertion that described eldest farmers are afraid to take risk to adopt modern agricultural technology compared to younger generation of farmers (Mwangi & Kariuki, 2015;Sennuga et al, 2020).…”

“…Social factors have been subjected to debates over its influence over farmers' adoption behaviour on modern agricultural technology. For instance, Gao et al (2022) in their literature reviews emphasized that social factors offer non-conclusive effect on farmers' adoption behaviour on modern agricultural technology despite mentioning social factors' negative relationship with farmers' adoption behaviour as opined by Feder and Umali (1993). Similarly, a study conducted by Han et al (2022) has concluded that farmers' social capital which refers to the enabling relationship linkages among farmers in a certain community has shown mixed impacts on farmers' willingness to adopt modern agricultural technology depending to specific zones in China.…”