Pathways Through Which Digital Technology Use Facilitates Farmers’ Adoption of Green Agricultural Technologies: A Comprehensive Study Based on Grounded Theory and Empirical Testing

Xiyang Yin, Wanyi Li, Shuyu Tang, Yanjiao Li, Jianhua Zhao and Pengpeng Tian ()
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Xiyang Yin: College of Public Administration, Sichuan Agricultural University, Yaan 625014, China
Wanyi Li: College of Public Administration, Sichuan Agricultural University, Yaan 625014, China
Shuyu Tang: College of Public Administration, Sichuan Agricultural University, Yaan 625014, China
Yanjiao Li: College of Economics and Management, Northwest A&F University, Yangling 712100, China
Jianhua Zhao: Business and Communication, INTI International University, Nilai 71800, Malaysia
Pengpeng Tian: College of Public Administration, Sichuan Agricultural University, Yaan 625014, China

Sustainability, 2025, vol. 17, issue 20, 1-23

Abstract: The use of digital technologies can break down information barriers in rural areas, thereby creating crucial conditions for the widespread adoption of green agricultural technologies (GATs) among farmers. To explore the relationship between digital technology use (DTU) and farmers’ adoption of GATs, this study draws on 18 in-depth interviews and 608 survey responses collected from rice farmers in Sichuan Province, China. By adopting a mixed-methods design, it offers a comprehensive examination of the mechanisms through which digital technology use (DTU) promotes the adoption of green agricultural technologies (GATs) among farmers. Grounded theory analysis reveals that the DTU–GATs adoption pathway can be conceptualized within a “condition–process–outcome” framework. Specifically, digital infrastructure, farmers’ capital endowment, and practical needs constitute the foundational conditions, while technology perception and the regional soft environment act as key mediating processes. The ultimate outcomes include improvements in economic performance, social well-being, and ecological sustainability. Empirical evidence confirms that DTU significantly promotes the adoption of GATs, primarily by enhancing farmers’ perceptions of technology and improving the agricultural soft environment at the regional level. Moreover, the effects of DTU display substantial heterogeneity across different types of green technologies and among various farmer groups. These findings highlight the importance of strengthening digital infrastructure in rural areas, enhancing farmers’ digital literacy and capacity, and leveraging digital tools to tailor the dissemination and guidance of GATs. Such efforts are essential to raise farmers’ awareness, foster a supportive soft environment for sustainable agriculture, and ultimately advance the adoption of GATs.

Keywords: digital technology; technology perception; agricultural regional soft environment; green agricultural technologies; grounded theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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