| The No.1 Central Document in 2023 stressed that it is necessary to continue to promote the reduction of fertilizer and pesticide efficiency and promote the green development of agriculture with green agricultural technology.And the new agricultural management subject is the main force of green agricultural technology application and promotion.In the 14 th Five-Year Plan for National Green Agricultural Development,it is clearly proposed that new agricultural operators should be encouraged,guided and supported to take the lead in using green production technologies and promote the transformation from traditional agriculture to green agriculture.Weifang is the vanguard of high-quality agricultural development in Shandong Province.In 2021,the total value of agriculture,forestry,husbandry and fishery reached 118.35 billion yuan,and the number of new agricultural operating entities exceeded 36,000,ranking first in Shandong Province.However,according to the previous research and this survey,the new agricultural operating subjects in Weifang City have a low intention to apply green agricultural technology.Therefore,this paper aims to provide reference for Weifang City to promote the wide application of green agricultural technology,and help it to improve the level of agricultural economic development.Based on the theory of planned behavior,technology acceptance model and A-B-C theory,this paper firstly constructed the theoretical mechanism of the influence of endowment characteristics,situational factors and cognitive situation on the intention of green agricultural technology application of new agricultural management subjects.Secondly,from a micro perspective,351 new agricultural management subjects in Weifang City were surveyed about their willingness to apply technology by selecting soil testing formula technology before production,green prevention and control technology during production and straw returning technology after production.From the macro point of view,the statistical data and policy documents are used to sort out the development of new agricultural management subjects and the status quo of green agricultural technology application intention,and the combination of the two analysis of the status quo.Finally,coefficient of variation method and linear regression were used to analyze the influencing factors of technology application intention from the overall perspective,and the heterogeneity of influencing factors was analyzed from the perspective of production link and subject category by Logistic regression and linear regression.The investigation and analysis show that the main body of new agricultural management in Weifang City has a low intention to apply green agricultural technology.In order of application intention,straw returning technology was 73.8%,soil formulation technology 53.6%,and green prevention and control technology 45.6%.The empirical analysis found that:(1)Educational background,net household income and cultivated land area in endowment characteristics,government regulation,market demand,information channel,agricultural technology training in situational factors,and technology utility perception,cost perception and risk perception in cognitive conditions were significant factors affecting technology application intention.(2)The influencing factors of green agricultural technology application intention are different in different production links.Household net income and cultivated land area in endowment characteristics,government regulation,market demand,information channel and agricultural technology training in situational factors,and technology utility cognition in cognitive conditions can significantly affect the two green agricultural technologies.The characteristics of endowment such as age,educational background,out-migration for work,part-time employment in agriculture,social network in situational factors,and hazard cognition,technology usability cognition,cost perception and risk perception in cognitive situations can only have a substantial impact on the application intention of a green agricultural technology.(3)Different types of new agricultural operators have different intentions for the application of green agricultural technologies.The intention level of the compound identity type subjects represented by "cooperative + family farm" and "cooperative + professional large household" is obviously higher than that of the single identity type subjects,and the influencing factors of the application intention of all types of subjects are also different.Accordingly,this paper puts forward strategies from the aspects of strengthening rigid constraints of government regulation,strengthening market guidance,promoting the normalization of diversified agricultural technology training,constructing exogenous financing channels,improving risk prevention mechanism,and promoting the integrated development of single identity subject to compound identity subject. |
