The Effect Of Cognitive Conflict On Farmers’ Willingness To Consciously Adopt Envitonmentally Friendly Technologies

Agriculture is an industry highly depends on natural resources and ecological environment.However,agricultural production activities may have a great impact and threat on natural resources and ecological environment,with a greater negative externality.Technology as a key factor of production,its innovation and development are important means to effectively alleviate the negative effects of production.For this reason,the government has also issued a series of regulatory and incentive policies,but the low proportion of farmers’ adoption of environmentally friendly technology and the lack of willingness to consciously adopt them are still prominent.Therefore,it is of great theoretical and practical significance to pay attention to the diffusion of environmentally friendly technology and clarify the internal logic of farmers’ adoption,so as to achieve the promotion of environment-friendly agricultural technology and realize the development of agricultural modernization.According to above,this paper chooses to focus on the hot issues of resources and environment in agricultural production.Based on the theory of cognitive conflict,the theory of feasible ability and the theory of information processing,this paper constructs a theoretical framework of "information ability-cognitive-will",to systematically explore the relationship between the cognitive conflict of farmers and their willingness to consciously adopt environmentally friendly technology,and tests the regulation function of farmers’ information access ability.Combined with the theoretical analysis,this paper uses the data collected in Hebei,Anhui and Hubei Province for empirical test.Specifically,the level of farmers’ cognitive conflict is measured by the cov-APH hierarchical regression method and the measurement formula of the degree of attitude contradiction.The relationship between farmers’ cognitive conflict,information acquisition ability and their willingness to consciously adopt environmentally friendly technology is studied and discussed in depth by using the Ologit model.The rationality of the research results is enriched and verified by heterogeneity analysis,robustness test and endogenous discussion.The main conclusions of this paper are as follows:(1)At present,farmers’ adoption of environmentally friendly technologies is still in the passive acceptance stage,and their willingness to consciously adopt technology is on the high side under the high pressure of government supervision and policy incentives,while their willingness to adopt technology driven by themselves is still limited.(2)Cognitive conflict has a significant inhibitory effect on farmers’ willingness to consciously adopt environmentally friendly technologies.The regional differences of farmers’ conscious adoption of environmentally friendly technologies are significant,compared with Hubei sample area,farmers in Hebei sample area whose willingness to consciously adopt environmentally friendly technologies is more active.(3)The improvement of farmers’ information acquiring ability,especially the improvement of information infrastructure and the broadening of information channels,can effectively alleviate the inhibition of cognitive conflict on their willingness to consciously adopt environmentally friendly technologies.(4)Different groups have heterogeneity in consciously adopting environmentally friendly technologies.For farmers with higher education or migrant work experience,cognitive conflict is less likely to inhibit their willingness to adopt environmentally friendly technologies.On this basis,this paper suggests that: Firstly,we need to pay full attention to the psychological change process of farmers in agricultural technology promotion,and deeply understand and solve the concerns and puzzles of farmers’ technology adoption.Secondly,we can improve the information infrastructure and broaden the information channels of farmers to enhance the feasible information access ability of farmers and alleviate the cognitive conflict caused by information constraints.Thirdly,we need to further promote the popularization of education and training in rural areas and improve the level of farmers’ intelligence.Finally,it is necessary to consider about the actual situation of the region and the characteristics of the group,to adapt the right measures to local conditions and people,and to implement differentiated agricultural extension technology strategies.