Research On The Influence Of Agricultural Socialized Services Of Cooperatives On Its Members’ Adoption Of Green Control Technologies

Agricultural green development is the necessary way to promote sustainable development of agriculture and rural areas,and to finally realize the strategy of rural revitalization.Green control technology is one of the important means to promote pesticide reduction and efficiency increase and realize agricultural green development.Governments at all levels have vigorously promoted green control technology,but the actual utilization rate of green control technology has not increased significantly.The reason is that most small farmers do not make full use of agricultural social services when conducting agricultural production and operation,and there is a situation of information occlusion.Cooperatives have the function of providing agricultural socialization services for farmers,and play an essential role in stimulating farmers’ green production and enriching farmers’ information acquisition.Moreover,cooperatives generally provide a variety of different agricultural social services,and the effect of different kinds of services on the adoption of green control technologies by cooperatives’ members may also be different.Based on farmers’ behavior theory,transaction cost theory and technology acceptance model,this study combines cooperatives,agricultural socialized services and green control technologies.In this study,Sichuan Province,a key area of national promotion of agricultural green production,was taken as a sample area to conduct field research and obtain relevant data.First of all,sort out the development status of agricultural socialized services and green control technologies of cooperatives in China,as well as the individual and family management characteristics of the sample,the participation of agricultural socialized services of cooperatives,and the adoption of green control technologies.Then,the ordered Probit model is used to firstly study whether cooperative agricultural social services will affect the adoption of green control technologies by cooperatives’ members,and the endogenous transformation regression model is used to discuss the endogeneity.After that,the effects of two different service types,internal services and external services,on the adoption of green control technologies by members are discussed.Finally,the mediating effect of information acquisition in the relationship between agricultural socialized services of cooperatives and the adoption of green control technologies by members is analyzed.The conclusions of this study are as follows:(1)the overall development of cooperative socialization services and green control technology is good,but there are some cases of low service participation and low technology adoption;(2)agricultural socialized services of cooperatives have a significantly positive effect on the adoption of green control technologies by cooperatives’ members,and for different types of services,internal services have a high positive influence,while external services have no significant effect;(3)information abundance plays an mediating role in the effect of cooperative agricultural socialization service on members’ adoption behavior of green control technologies.In accordance with the above conclusions,this paper puts forward the following corresponding suggestions:(1)increase the government support and supervision of cooperatives,and lay the foundation for farmers to take part in the agricultural socialized service of cooperatives;(2)strengthen the agricultural socialized service function of cooperatives,expand the service field and improve the service level;(3)enrich the information acquisition of cooperatives and farmers,broaden the channels of information and obtain more resources,in order to effectively enhance farmers ’ green control technology adoption and better practice of agricultural green development.