Study On The Influence Of Information Intervention On Farmers’ Willingness To Adopt Organic Fertilizer Application

Agriculture is developing continuously,and people’s demand for high quality agricultural products is also increasing.The transformation of traditional agriculture into green agriculture is an urgent situation.But agricultural pollution has become one of the environmental pollution problems urgently needed to be solved in our country.Popularization and popularization farmers’ use of organic fertilizer is an important way to vigorously develop green agriculture at present.In the new era of highly developed information,information has become an important communication medium in people’s life.How to make good use of information intervention,so as to effectively improve farmers’ willingness to adopt organic fertilizer application,is also a topic worth exploring.This topic is based on the research data of Ruzhou City,Henan Province,using literature research,questionnaire survey,data statistical analysis and other methods to carry out research.Firstly,this paper reviews relevant literature on the adoption intention of green agricultural technology at home and abroad,defines the concept of information intervention on the basis of relevant researches on information intervention,and combines the current situation of farmers’ organic fertilizer application adoption behavior to build a conceptual model of the impact of information intervention on farmers’ organic fertilizer application adoption intention,defines variables,and takes information intervention as independent variable.Individual characteristics of farmers and production characteristics of farmers were taken as control variables,and farmers’ willingness to adopt organic fertilizer application was taken as dependent variable.At the same time,value cognition is introduced as the intermediary variable,and the measurement of the intermediary variable is analyzed..Hypotheses were proposed according to the model,questionnaires were designed for field research,descriptive statistical analysis of the survey data,binary logistic regression model and mediation effect model analysis were carried out,and hypotheses were tested.The results showed that,under the control of variables such as individual characteristics of farmers,family and production characteristics of farmers,compared with the control group,farmers who received the information intervention significantly improved the adoption intention of organic fertilizer application.Specifically,positive information intervention and mixed information intervention positively affected farmers’ adoption intention of organic fertilizer application.Negative information intervention negatively affects farmers’ willingness to adopt organic fertilizer application.In the mediating effect model,when the mediating variable is economic value cognition,it plays a mediating effect in positive information intervention,negative information intervention and mixed information intervention.Among them,economic value cognition plays a partial mediating effect in the paths of "positive information intervention → economic value cognition →farmers’ organic fertilizer application adoption intention" and "mixed information intervention → economic value cognition → farmers’ organic fertilizer application adoption intention".Economic value cognition plays a complete mediating effect in the path of "negative information intervention→economic value cognition→farmers’ willingness to adopt organic fertilizer application".When the mediating variable is ecological value cognition,it plays a partial mediating effect in both positive and mixed information intervention.However,the cognition of ecological value did not play a mediating effect on the influence of negative information intervention on the adoption intention of organic fertilizer application.This topic puts forward the following countermeasures and suggestions: First,the national and local governments should start from the factors of farmers themselves,combine their own actual conditions,design reasonable and effective policy guidance,and increase the intensity of information publicity.Second,we should strengthen the technical extension work of agricultural technology departments,increase the publicity of the economic value and ecological value brought by the application of organic fertilizers,enhance farmers’ awareness of ecological risks,and make them fully realize the important role of the application of organic fertilizers in improving the ecological environment.Third,the government should give full play to its role in following up the subsidy policies,improving the policy satisfaction of farmers,further enhancing the enthusiasm and initiative of farmers in applying organic fertilizers,and promoting their willingness to adopt organic fertilizers.