Farmers’ Green Cognition,Technical Complexity And Green Control Techniques Adoption Behavior

With the issue of agricultural product safety and agricultural pollution becoming more and more serious,the main source and cause of the problem-excessive dependence and application of chemical pesticides have attracted much attention.In order to reduce the use of chemical pesticides from the source,the Chinese government has issued a series of policies to actively promote green control techniques(GCT)with economic,ecological and social benefits.However,the actual promotion effect of green control techniques is very limited,the adoption rate and adoption degree of green control techniques of farmers are not high.Green control techniques has not become the preferred method for farmers to control pests and diseases.Researches on farmers’ green control techniques adoption behavior by domestic and foreign scholars are numerous and fruitful.However,most of the existing researches focus on the impact of farmers’ endowment characteristics on farmers’ green control techniques adoption behavior.There is not much research on farmers’ green control techniques adoption behavior from the perspective of farmers’ green cognition.Therefore,in order to provide a theoretical basis and policy reference for the effective promotion of green control techniques in China.Based on attitude-context-behavior theory,social cognition theory,theory of planned behavior and technology acceptance model,this paper explores the relationship and mechanism between farmers’ green cognition,technical complexity and green control techniques adoption behavior.The specific research contents are as follows:Based on attitude-context-behavior theory,social cognition theory,theory of planned behavior and technology acceptance model,this study constructed a theoretical model of the relationship between farmers’ green cognition,technical complexity and green control techniques adoption behavior by using the survey data of rice farmers in Hubei Province.The SPSS 22.0 software was used to describe the samples and test the quality of the data.Then the hierarchical regression analysis method was used to explore the mechanism on the impact of the risk perception of control,the knowledge of green control,safety responsibility consciousness,the emotion of green control and technical complexity on farmers’ green control techniques adoption behavior,and the hypothesis was verified.The research results are as follows:(1)Risk perception of control positively affects farmers’ green control techniques adoption behavior.The stronger farmer’s risk perception of control,the higher the degree of farmers’ green control techniques adoption behavior.(2)Knowledge of green control positively affects farmers’ green control techniques adoption behavior.The richer farmer’s knowledge of green control,the higher the degree of farmers’ green control techniques adoption behavior.(3)Safety responsibility consciousness positively affects farmers’ green control techniques adoption behavior.The higher the farmers’ safety responsibility consciousness,the higher the degree of farmers’ green control techniques adoption behavior.(4)Emotion of green control positively affects farmers’ green control techniques adoption behavior.The stronger farmer’s emotions of green control,the higher the degree of farmers’ green control techniques adoption behavior.(5)Technical complexity hinders farmers’ green control techniques adoption behavior,and technical complexity has a moderating effect on the relationship between farmers’ green cognition and green control techniques adoption behavior.Among them,technical complexity negatively moderates the relationship between farmers’ risk perception of control,emotion of green control and green control techniques adoption behavior,while technical complexity has no significant moderating effect on the relationship between farmers’ knowledge of green control,safety responsibility consciousness and green control techniques adoption behavior.In summary,farmers’ risk perception of control,knowledge of green control,safety responsibility consciousness,emotion of green control and technical complexity affect farmers’ green control techniques adoption behavior.Technical complexity has a moderating effect on the relationship between risk perception of control,emotion of green control and green control techniques adoption behavior.Farmers’ green control techniques adoption behavior is a complex decision-making process that comprehensively considers farmers’ risk perception of control,knowledge of green control,safety responsibility consciousness,emotion of green control and technical complexity.Studying farmers’ green control techniques adoption behavior from the perspective of farmers’ green cognition has guiding significance for guiding farmers to actively adopt green control techniques.Finally,based on research results and actual investigation,this paper puts forward suggestions on risk perception of control,knowledge of green control,safety responsibility consciousness,emotion of green control and technical complexity to promote the promotion of green control techniques.