Analysis Of Psychological Factors Affecting The Willingness Of Farmers To Adopt Sustainable Agricultural Technology And Marketing Implications

With the development of society, natural resources are becoming less and less,theenvironment pollution is becoming more and more serious, the traditional agriculturaltechnology inevitably has a negative effect, therefore, it is very important tostrengthen the promotion of sustainable agricultural technology and promote theadoption of sustainable agricultural technology. In recent years, government, researchinstitutions and agricultural enterprises, professional cooperatives and otherpromotion groups have realized the importance of technology promotion, and activelytake measures to promote farmers’ adoption of sustainable agricultural technologyfrom economy, system etc.. However, from a practical point of view, the promotioneffect of sustainable agricultural technology in our country is not good, sustainableagricultural technology adoption willingness of farmers is still low. Investigate itsreason, related organizations can not fully grasp the farmers’ psychological, becausethe farmers’heart activity largely determines the farmers’choice of technology.There are little literature from the perspective of psychological mechanism toexplore the farmers’ adoption of sustainable technology adoption intention, and thedomestic and foreign scholars have mostly used the logistic econometricmodel.Therefore, this research takes the user technology acceptance model as thebasis, discusses the influence of the factors influencing farmers to adopt sustainableagricultural technology from the aspect of psychological mechanism,constructs thesustainable agricultural technology of farmers’ adoption willingness model, usessurvey data of Shandong province farmers and uses structural equation model to testthe causal relationship between the variables of the model, in order to put forward thecorresponding marketing suggestions to the government, agricultural enterprises andother organizations.The empirical research shows that: perceived usefulness andsocial effect has a direct and positive impact on Sustainable AgricultureTechnology of farmers’ adoption willingness; convenient conditions have a directand indirect positive effect on sustainable agriculture technology of farmers’adoption intention; perceived ease of use and trust for sustainable agriculturaltechnology adoption willingness of farmers has indirect positive effect; according tosustainable agricultural technology adoption effect will sort,the sequence is convenient conditions, perceived usefulness, trust, social influence, perceived ease ofuse.The innovations of this paper are as follows:(1) this study explores the influencesof factors affecting the sustainable agricultural technology adoption willingnessof farmers from the aspect of psychological mechanism, establishes thesustainable agricultural technology of farmers’ adoption intention model.(2) thisstudy used structural equation model analysis to verify the sustainable agriculturaltechnology of farmers’ adoption willingness model.