A Study On The Impact Of Social Learning On The Adoption Of Green Control Techniques By Citrus Farmers

Green production is the way to high-quality agricultural development,and green production technology is an effective means to achieve green agricultural development.Farmers,as the main agricultural operators,are closely related to the adoption of green prevention and control technology and the high quality development of agriculture,but at present,farmers are generally not active in adopting green prevention and control technology,which is not only closely related to economic factors such as cost and profit,but also affected by the knowledge-intensive characteristics of green production technology itself,which has become an important bottleneck for the high quality development of agriculture.As a way to promote technology at low cost and high efficiency,social learning can effectively make up for the shortcomings of traditional promotion methods and become an effective path for farmers to adopt green prevention and control technologies,so it is of great theoretical significance and practical value to explore the adoption of green prevention and control technologies by farmers from the perspective of social learning.Based on the social learning theory,environmental behavior theory and technology adoption theory,this paper analyzes the influence of social learning on the adoption of green prevention and control technologies by 608 citrus farmers in Sichuan Province using an ordered Probit model and the degree of influence of different social learning methods.The study concluded that: first,the adoption of green production behavior among farmers in the sample area is still at a low level.Second,social learning has a significant positive effect on the adoption of green production behaviors by farmers,and the probability of adopting "a lot" of green production behaviors increases by 6.692% for each unit increase in social learning.had a significant effect,but the effect of active consultation was not significant.Third,perceived value plays a positive mediating role in the process of social learning influencing farmers’ green production behavior,and the mediating effect accounts for 32.18%.Fourth,the market environment has a positive moderating effect in the process of perceived value influencing farmers’ green production behavior,specifically,the easier it is to obtain green production materials,the smoother the sales,and the more stable the price,the stronger the influence of perceived value on farmers’ green production behavior,but the moderating effect of information acquisition is not significant.Therefore,in the process of promoting the adoption of green prevention and control technologies in the future,the government should focus on expanding and improving the social learning channels and abilities of farmers,and in this process,it should also cultivate and enhance the level of perceived value of farmers,and at the same time,play a macro-regulatory role to gradually create a favorable market environment.