| The green transformation of agriculture is an inevitable requirement for addressing global warming and achieving high-quality agricultural development.Since the Ministry of Agriculture proposed the zero growth policy goal for fertilizers in 2015,the action of replacing organic fertilizers has been repeatedly emphasized in important documents such as the Central No.1 in recent years.However,for a long time,excessive and inefficient fertilizer input has made the problems of soil organic matter shortage and agricultural non-point source pollution worse,especially the phenomenon of excessive and inefficient input of nitrogen and phosphorus fertilizer in cash crop such as fruits,vegetables and tea.It can be seen that it is urgent to promote the widespread implementation of organic fertilizer substitution technology,adjust the fertilization structure,and improve environmental quality.China is the largest producer and exporter of tea.Compared to other agricultural products,tea has important economic and cultural dual attributes.The widespread adoption of organic fertilizer substitution technology by tea growers has become an important path to achieve the "Two Mountains Theory" and high-quality agricultural development.However,the rigid technology promotion model for a long time has led to strong passivity in the adoption of organic fertilizer substitution technology by farmers,and overall,the results have been minimal.Therefore,exploring the path to improve the adoption level of organic fertilizer substitution technology by farmers from the perspective of enhancing their enthusiasm and initiative should be one of the main directions for future efforts,and the perceived value of farmers is the most direct reason for forming their behavioral attitudes,which is the internal driving force for farmers’ behavioral decision-making.However,due to various subjective and objective constraints,the low perceived value level of organic fertilizer substitution technology greatly limits farmers’ adoption level of this technology.Therefore,how to propose an improvement path for the adoption of organic fertilizer substitution technology from the perspective of improving the perceived value level of farmers is an important issue that urgently needs to be addressed.In view of this,this article first constructs a theoretical analysis framework of the impact of perceived value on tea growers’ adoption behavior of organic fertilizer alternatives,and guided by the theory of perceived value,technology adoption behavior,farmers’ behavior theory,and attitudinal situational behavior theory.Secondly,this study summarizes the evolution,characteristics and existing problems of geographical indication protection policies and agricultural green production policies.And based on 925 tea growers’ survey data from Sichuan,Shaanxi,and Anhui provinces,statistical analysis was used to describe the characteristics of tea growers’ personal characteristics,family management characteristics,and external environment,as well as the characteristics of farmers’ adoption decisions,sustained adoption behavior,and economic effects of organic fertilizer substitution technology adoption.In addition,an indicator system of tea growers ’ perceived value is constructed from four levels:perceived economic value,perceived social value,perceived ecological value,and perceived emotional value.Thirdly,this study uses the Ordered Probit model,the Double Hurdle model,the Intermediary Effect model,and the Endogenous Transformation model,and conducted an empirical analysis of the impact of perceived value on tea growers’ adoption decisions,sustained adoption behavior on organic fertilizer replacement technologies,and the economic effects of organic fertilizer replacement adoption from the perspective of perceived value.Based on interviews with farmers in key villages and towns,the paper explores the path to improve the adoption level of organic fertilizer alternative technologies from the perspective of perceived value using case analysis.Finally,the main research conclusions and countermeasures are drawn,and with a view to providing important decision-making suggestions for improving the level of green production at the household level and achieving high-quality agricultural development.The main conclusions are as follows:(1)83.68% of tea growers in the sample area have adopted organic fertilizer substitution technology,with a high adoption rate.Further research has found that 16.32%,44.97%,32.86%,and 5.84% of tea growers have not adopted any organic fertilizer replacement technology,but only one,two,and all three technologies,respectively.Which indicating that tea growers have a low level of adoption of organic fertilizer replacement technology.Moreover,there are significant differences in the degree of adoption of different organic fertilizer replacement technologies by farmers.The adoption ratio of different organic fertilizer replacement technologies from high to low is followed by organic fertilizer application technology,green manure planting/tea garden grass paving technology,and fertilizer reduction technology.Moreover,there are significant regional differences in the economic effects of adopting organic fertilizer substitution technologies.And preliminary statistical analysis shows that the average number of tea growers adopting organic fertilizer substitution technologies is higher than that of farmers not adopting organic fertilizer substitution technologies,regardless of the yield per unit area of tea,the price of tea,or the income per mu of tea.(2)There are significant differences in the perceived value levels of farmers in different regions.Specifically,the order of the level of perceived economic value,perceived social value and perceived emotional value in different regions is Anhui>Shaanxi>Sichuan.The order of perceived economic value’ level in different regions is Shaanxi>Sichuan>Anhui.There is a strong heterogeneity of time preference in farmers’ perceived value.Among them,the order of perceived economic value,perceived ecological value,and perceived emotional value of farmers with different time preferences is weak>general>strong.The order of perceived social value of farmers with different time preferences is strong>general>weak.(3)Perceived value is a key variable affecting tea growers’ decision to adopt organic fertilizer substitution technology.Among them,perceived ecological value and perceived emotional value significantly promote tea growers’ decision to adopt organic fertilizer substitution technology,while perceived economic value and perceived social value have no significant impact on farmers’ organic fertilizer substitution technology adoption.In addition,there are differences in the impact of perceived value on the adoption of different organic fertilizer substitution technologies.In addition,there are significant differences in the impact of perceived value on the adoption decisions of different organic fertilizer alternative technologies.Compared to organic fertilizer technology and green manure planting/tea garden grass paving technology,perceived value has a more significant impact on fertilizer reduction technology adoption behavior.Heterogeneity analysis shows that there are significant specialization,network strength and regional heterogeneity in the impact of perceived value on farmers’ organic fertilizer substitution technology adoption decisions.Network strength can significantly moderate the impact of value perception on farmers’ decision to adopt organic fertilizer substitution technology,and the direction is positive.In addition,the scale of operation and sales structure significantly inhibited farmers’ decision to adopt organic fertilizer alternative technologies,while the degree of specialization,network scale,network strength,policy satisfaction,market regulation and distance from the market significantly promoted farmers’ decision to adopt organic fertilizer alternative technologies.(4)Perceived economic value,perceived ecological value and perceived emotional value significantly promote tea growers’ continuous adoption of organic fertilizer replacement technology.While perceived social value has a negative impact on farmers’ continuous adoption of organic fertilizer replacement technology,but it is not significant.Additionally,the mediating effects of time preference in perceived economic value,perceived ecological value and perceived emotional value affecting tea growers’ continuous adoption of organic fertilizer alternative technologies accounted for 14.45%,10.91% and 6.45%,respectively,and the mediating effects from high to low were as follows: perceived economic value,perceived ecological value and perceived emotional value.The mediating effect of time preference on value perception affects tea growers’ continuous adoption of organic fertilizer substitution technology.There are significant differences in education level and sales structure.Among them,the low education level group and the farmer group with fresh leaves as the main sales structure are more significant.(5)Tea growers who adopt organic fertilizer substitution technology will experience a44.86% decrease in tea prices without adopting the technology.In addition,tea growers who adopt organic fertilizer substitution technology will experience a 4.73% decrease in tea per acre income without adopting the technology.However,tea growers who adopt organic fertilizer substitution technology will increase their tea yield by 12.71% in the opposite situation of not adopting this technology.That is,the adoption of organic fertilizer substitution technology can significantly increase the price of tea and the income per mu,but to some extent,it will reduce the production of tea.In addition,perceived economic value and perceived emotional value significantly promoted tea prices and mu income,while perceived social value significantly promoted tea production,but had an inhibitory effect on tea prices,while perceived ecological value had no significant impact on the economic effects of tea.(6)Based on the analysis of typical cases,it is found that green publicity,internal supervision,demonstration household driving,extending the industrial chain,enhancing the quality testing efforts in agricultural product sales,reducing sales links,and expand ecommerce sales channels can become important ways to promote tea growers’ adoption of organic fertilizer alternative technologies by strengthening their perceived value level. |
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