| Since the 18 th National Congress of the CPC,the Chinese government has paid more attention to the construction of ecological civilization,and green development has been added to the new development concept.With the growing awareness of ecology and environmental protection in the whole society,more and more consumers have started to admire the concept of green consumption.In the face of the national strategy of "green development" and the consumer demand for "high quality,green" agricultural products,the adoption of a green and sustainable development model is an inevitable choice for the long-term development of agriculture.Economical and efficient green farming techniques are essential for the advancement of green agriculture.In the process of agricultural transformation and upgrading,the green technology adoption behaviour of family farms,as an important part of new agricultural business entities,is crucial to the green development of agriculture as a whole.Therefore,taking family farms as the object of study and exploring their application of green technologies will help the proliferation of green technologies and contribute to the promotion of green agricultural development.Against this background,this paper combs through the relevant literature and focuses on the impact of technology cognition on the adoption behaviour of green technologies on family farms,based on theories of farmer behaviour,planned behaviour and technology diffusion,with technology cognition as the entry point.Based on the theoretical analysis,a binary logit model was constructed using research data from 283 family farms in Chongqing through the statistical software Stata 16 to empirically analyse the relationship between technology perception,farm owner characteristics,basic farm characteristics,business characteristics,environmental characteristics and green technology adoption,and then heterogeneity analysis and robustness tests were used to enrich and verify the scientific validity and reasonableness of the research results.The specific findings of this paper are:(1)Adoption rate of green technologies among the family farms in the sample is about 78%,indicating that most family farms attach more importance to green development in agriculture and participate in it with practical actions,but there are still a small number of family farms whose attitude towards green development still needs to be strengthened.(2)The empirical analysis shows that among the variables related to technology perception,the perceived level of economic benefits,ecological benefits,social benefits and perceived ease of use have a significant positive effect on the green technology adoption behaviour of family farms,while the risk perception of technology does not pass the significance test.(3)Among the control variables,age in farm owner characteristics has a significant inhibiting effect on their technology adoption behaviour.The number of labourers in the basic characteristics of family farms had a significant negative effect on technology adoption,while membership of cooperatives and participation in agricultural insurance had a significant positive effect on technology adoption.Whether or not to join a cooperative among the basic characteristics of family farms has a significant positive effect on technology adoption.Whether or not to participate in e-commerce has a significant positive impact on family farm green technology adoption behavior.(4)There are differences in the effects of technology perceptions on green technology adoption behaviour between participating and non-participating family farms.Based on the above findings,this paper proposes the following suggestions on how to promote the green technology adoption behaviour of family farms:(1)The level of awareness of the benefits of green technology should be raised and the operability of green technology enhanced.Promote the economic,social and ecological benefits of green technologies through various platforms,reduce the difficulty of the technologies during the development phase and enhance their operability through training.(2)Improve the guarantee mechanism for the adoption of green technologies by family farms,such as providing technical support for the promotion of green technologies through cooperatives;and establishing a risk transfer mechanism for the adoption of green technologies by farms through the agricultural insurance system.(3)Build a diversified e-commerce trading platform,open up the packaging and transportation circulation links for e-commerce sales,ensure that the quality of agricultural products sold by e-commerce is not compromised,and attract more agricultural products suitable for online sales to join the ranks of e-commerce.(4)Distinguish between the differences and use different extension strategies based on the different characteristics of the family farm.. |
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