A Study On Perceived Value,government Support And Kiwifruit Farmers’ Green Production Technology Adoption Behavior

The report of the 20 th CPC National Congress promoted "the modernization of the harmonious coexistence between human and nature" to one of the connotations of "Chinese-style modernization." It clarified once again that the general keynote of the strategic task of ecological civilization construction in the new China was to boost green development and advance the harmonious coexistence between human and nature.However,in the past few decades,the planting pattern of traditional agricultural production has been extensive and piled up a large number of problems of resource waste and ecological destruction,proving that developing the economy at the expense of the environment is unsustainable.The No.1 Document of the central government has repeatedly pointed out that we must transform the intensive agriculture with high input and high output to the green agriculture with high-yield,high-efficiency,and high-quality,collaboratively promoting carbon reduction,pollution abatement,green expansion,and growth.Green production technology have dual effects on the economy and environment,which can achieve the increase in revenue and cut down the expenditure in agricultural production,decrease agricultural non-point source pollution,and optimize the structure of Chinese agricultural industry,while fully guaranteeing the safety and quality of agricultural products.However,in the process of implementation,there are some problems in peasant households’ intention to adopt green production technology,such as the intention imbalance,the low rates of actual adoption and sustainable adoption and the existence of a certain deviation.It is found that farmers’ behavioral decision is the product of the superposition of external and internal influencing factors.The perceived value and government support provide a new perspective for studying farmers’ adoption of green production technology.Perceived value is a comprehensive evaluation after weighing individuals’ perceived benefits and costs.According to their perceived value of green cultivation technology,peasant households will make corresponding behavioral decisions.At the same time,green production technology is a technology with positive externality,which requires government support to lower the barrier to entry of new technologies through effective policy propaganda,technology promotion,and ecological subsidies.Therefore,this study mainly carried out the following investigations: what is the impact path of perceived value on farmers’ adoption of green production technology? How does government support affect farmers’ adoption of green production technology? How does perceived value work together with government support in farmer’ decision-making of adopting green production technology? What kind of effect does green production technology have? To answer the above questions,it is helpful to guide farmers’ production and planting behavior towards green by finding the policy focus and formulating corresponding measures accordingly.Guided by theories of planned behavior,household behavior,market failure,externality,and information asymmetry theory,based on the microscopic survey data of 1138 kiwi growers in Zhouzhi County,Mei County,Wugong County,and Yangling District,this paper summarizes the current situation and existing problems of kiwi growers’ adoption of green production technology in sample areas.According to the measurement of perceived value and government support,this paper empirically verifies the effects of perceived value and government support on farmers’ adoption of green production technology by models of Heckman sample selection,binary probit,binary logit,OLS,Order probit,PSM,and intermediary effect.At the same time,the paper puts forward some policy suggestions to promote farmers to adopt green production technology,which has great theoretical and practical significance to realize the sustainable development of agriculture.The main research conclusions are as follows:(1)Through analyzing the current situation and problems of peasant households’ adoption of green cultivation technologies in sample areas,it is found that: First,for different green production technology,the proportion rank of farmers’ adoption intention is: organic fertilizer substitution technology>green pest control technology>water-saving irrigation technology.The proportion rank of actual adoption by peasant households is:organic fertilizer substitution technology> green pest control technology > water-saving irrigation technology.The proportion rank of the sustainable adoption by farmers is: water-saving irrigation technology > organic fertilizer replacement technology > green pest control technology.Second,51.93% and 49.29% of farmers believe that adopting green production technology can improve direct and indirect income,respectively.66.08% and 23.02% of farmers believed that adopting green production technology could alleviate agricultural pollution and their improve social status.Third,the problems existing in the adoption behavior of green production technology of kiwifruit growers mainly include: the adoption intention of different kinds of technology is not balanced,the adoption rate is low,the actual adoption behavior and the adoption intention are deviated.(2)The measurement and characteristic fact analysis of perceived value and government support.The findings are as follows: First,among the perceived value variables,farmers’ perceived value mainly starts from their own interests,and is more sensitive to perceived monetary benefits and perceived monetary costs.Perceptions of high levels of belonging,respect and self-actualization were relatively low.Second,in the variables of government support,the proportion rank of support received by peasant households is:government propaganda > government promotion > emotional concern > government subsidies > emotional respect.(3)Perceived value,government support,and farmers’ intention to adopt green cultivation technologies.First,in farmers’ investment intention of adopting green production technology,the perceived value and government support have significant positive effects on farmers’ investment intention of adopting green production technology and the intentional investment amount.Meanwhile,for every unit increase of government support,the impact of perceived value on investment intention will increase by 39.6%,and the impact on the intentional investment amount of green production technology will increase by 35.4%.Second,in farmers’ intention to apply green production technology,the perceived value and government support have significant positive impacts on farmers’ intention and the intentional number of days of applying green production technology.At the same time,for every unit increase of government support,the impact of perceived value on the intention of application will increase by 58.60%,and the impact on the number of days peasant households intend to apply green production technology will increase by 50.8%.Third,kiwifruit growers in sample areas were divided into the elderly group and the young group by sub-sample analysis,and the robustness of the results was tested.(4)Perceived value,government support,and farmers’ behavioral decision to adopt green production technology.First,the perceived value significantly affects farmers’ behavioral decision to adopt green production technology.Perceived monetary benefitss and non-monetary benefits have significant positive effects on farmers’ behavioral decision to adopt green production technology.Conversely,perceived risks of monetary and non-monetary have obvious negative effect.Second,government support plays a positive role in promoting farmers’ behavioral decision to adopt green production technology.Emotional supports(emotional concern and emotional respect)and instrumental supports(policy propaganda,agricultural technology promotion,and ecological subsidies)also have significant positive impact.Third,instrumental supports play a positive regulatory role in the relationship between perceived monetary benefits and farmers’ adoption of green production technology,while they play a negative regulatory role in the relationship between perceived monetary risk and farmers’ adoption of green production technology.Emotional supports play a positive role in perceived non-monetary benefits and farmers’ behavioral decision to adopt green production technology,and they play a negative role in perceived non-monetary benefits and farmers’ behavioral decision to adopt green production technology.Fourth,to overcome potential endogenous problems caused by the bidirectional causality relationship between subject variables,"the age of the village secretary" is selected as the instrumental variable in this paper,and the 2SLS model is used for endogenous analysis.Meanwhile,based on the robustness analysis of whole samples by the OLS model,the logit model is used to further verify the robustness of the research results by recalculating the variable value of the perceived value.(5)Perceived value,government support,and farmers’ behavioral decision on sustainable adoption of green production technology.First,perceived value significantly affects farmers’ sustainable adoption of green production technology.Perceived monetary benefits and perceived non-monetary benefits have significant positive impact.In contrast,perceived risks of monetary and non-monetary have significant negative impact.Second,government support has significant positive impacts on farmers’ sustainable adoption of green production technology.Among them,emotional supports and instrumental supports also have significant positive impact.Third,instrumental supports play a positive regulatory role in the relationship between perceived monetary benefits and the sustainable adoption of green production technology and a negative regulatory role in the relationship between perceived monetary risks and sustainable adoption of green production technology.Emotional supports play a positive role in the relationship between perceived non-monetary benefits and the sustainable adoption of green production technology and a negative role in the relationship between perceived non-monetary risks and the sustainable adoption of green production technology.Fourth,to overcome potential endogenous problems caused by the bidirectional causality relationship between subject variables,"the age of the village secretary" is selected as the instrumental variable in this paper,and the 2SLS model is used for endogenous analysis.Meanwhile,based on the robustness analysis of whole samples using the OLS model,85% of the sample peasant households were randomly selected to further verify the robustness of the research results by the binary logit model.(6)Evaluation and analysis on the effect of green production technology adoption by farmers.The findings are as follows: First,the adoption of green production technology has significant economic effects(increasing absolute income and increasing relative income),ecological effects(reducing agricultural pollution)and social effects(improving social status).Secondly,the adoption of green production technology has a significant positive impact on the happiness of farmers.The happiness of farmers who adopt green production technology is 28.6% higher than that of those who do not adopt it,and the more types of technologies adopted,the higher the happiness of farmers.The adoption of water-saving irrigation technology,green pest control technology and organic fertilizer replacement technology can effectively improve farmers’ happiness.The marginal effect of three different green production technologies on farmers’ happiness is 30.3%,19.8% and 27.4%,respectively.Through further heterogeneity analysis,this study found that the adoption of green production technology has different effects on the happiness of farmers with different human capital,natural capital,economic capital and social capital.Thirdly,the adoption of green production technology by farmers can affect the happiness of farmers through increasing absolute income,increasing relative income,reducing agricultural pollution and improving social status.The intermediary effect is 11.3%,24.2%,25.6% and 23.5%,respectively.Fourthly,robustness test was conducted by replacing explained variables and reanalyzing the mediating effects of partial samples.At the same time,the selection propensity score matching method(PSM)can reduce the sample selection bias and solve the problem of self-selection and endogeneityAccording to the above conclusions,the following targeted countermeasures and suggestions are put forward: optimize the policy propaganda system of green production technology;perfect the service mechanism of agricultural technology extension;deepen the strength and effectiveness of subsidies for ecological agriculture;practically satisfy farmers’ emotional responses and needs;innovate the market system and effectively promote incomes of farmers;perfect the rural governance system and vigorously promote the social statuses of farmers.