The Adoption Willingness Research About Rich Farmers To The Environmentally Friendly Technology

Rice is the main food crops in China. Its development is not only related to the development and stability of the country, but also beneficial to the people's livelihood, economy and society. With the gradual development of the modernization of agriculture, farmers use agricultural fertilizers, pesticides, plastic and other materials more and more which causes the the appearing of serious agricultural pollution, water pollution, soil compaction, and heavy metal pollution. Hunan Province as the main origin of rice in our country, it also suffers from the problems of water pollution, heavy metal pollution currently. These problems not only affect their body health, threat the social and economic sustainable development of country, but also restrict the development of agriculture. Therefore, the research of rice farmers on environmental friendly agricultural technology adoption has important significance for promoting China's agricultural development and food security. This paper reviews the literature at home and abroad related to environmental friendly technology and farmers' adoption willingness of environment friendly technology. According to the degree of environment friendly divided the environment friendly technology into three types:organic farming techniques, circulation of agricultural technology and standardization of agricultural technology. The research is on the basis of the external theory, farmers behavior theory, technology diffusion theory. We got the data through field investigations of Changsha and Ningxiang County rice farmers, and analyze the farmers' basic information and the adopted situation of environment friendly technology by using charts and descriptive statistical method. We research and analyze the factors of affecting the further adopted of willingness on organic farming techniques, circulation of agricultural technology, agricultural standardization technology based on logit model. Studies have shown that the age and the difficulties encountered in the process of rice cultivation have significant effects to the willingness to adopt of organic farming techniques, the proportion of the rice income in the total household income and the difficulties encountered in the process of rice cultivation have significant effects on farmers' adoption of circular agricultural technologies. In addition, rice income accounted for total household income and the proportion of rice planting area of farmers will have a significant impact on the willingness to adopt the standardized agricultural technology. Finally, this paper puts forward some reasonable suggestions on the adoption of promoting environmentally friendly agricultural technology on three aspects of government, technology, and farmers.