Chinese Farmers’ Low-Carbon Agricultural Technology Adoption Behavior and Its Influencing Factors

Liqun Zhu, Yutao Wang, Yujia Liu, Zhuqun Tan, Siqi Ke, Naijuan Hu, Shuyang Qu and Guang Han ()
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Liqun Zhu: College of Humanities and Social Development, Nanjing Agricultural University, Nanjing 210014, China
Yutao Wang: College of Agriculture, Nanjing Agricultural University, Nanjing 210095, China
Yujia Liu: College of Humanities and Social Development, Nanjing Agricultural University, Nanjing 210014, China
Zhuqun Tan: College of Humanities and Social Development, Nanjing Agricultural University, Nanjing 210014, China
Siqi Ke: College of Humanities and Social Development, Nanjing Agricultural University, Nanjing 210014, China
Naijuan Hu: Institute of Agricultural Economics and Development, Jiangsu Academy of Agricultural Science, Nanjing 210014, China
Shuyang Qu: Department of Agricultural Education and Studies, Iowa State University, Ames, IA 50011, USA
Guang Han: College of Humanities and Social Development, Nanjing Agricultural University, Nanjing 210014, China

Agriculture, 2025, vol. 15, issue 10, 1-25

Abstract: Low-carbon agricultural technology (LCAT) is essential for China to achieve its carbon emissions peak by 2030 and neutrality by 2060. Farmers’ adoption of LCAT is crucial for adapting to and mitigating climate change risks. This study explores the social-psychological factors shaping farmers’ LCAT adoption behavior, utilizing the Theory of Planned Behavior and the Normative Activation Model. Survey data from 360 farmers in Wuxi, Jiangsu Province, were analyzed using structural equation modeling. Findings show that behavioral attitude, perceived behavioral control, subjective norms, and personal norms have positive and direct effects on farmers’ LCAT adoption. The analyses also discovered four mediation paths that indirectly influence farmers’ LCAT adoption, including Subjective Norms → Personal Norms → Adoption Level; Consequence Awareness → Personal Norms → Adoption Level; Responsibility Attribution → Personal Norms → Adoption Level; and Consequence Awareness → Responsibility Attribution → Personal Norms → Adoption Level. The study deepens our understanding of the social-psychological mechanism underlying farmers’ LCAT adoption behavior. The findings offer valuable insights for promoting low-carbon agricultural technologies and guiding policy development. Recommendations include promoting LCAT by leveraging social influence to enhance social norms, educating farmers on ethical environmental stewardship, raising awareness of farming’s environmental impacts, and providing policy incentives and technical support to reduce adoption barriers.

Keywords: low-carbon agricultural technology; adoption behaviors; theory of planned behavior; norm activation model; structural equation modeling (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2025
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