Abstract
Using chemical fertilizers, pesticides, and mulch in traditional agricultural production has caused serious environmental pollution. The practice has proven differences between farmers behaviors and intentions in transforming their production patterns, but the research on bridging the gap between them is still insufficient. This study explores the influence of farm household perceptions on green production and the role of government regulation based on a conditional process model with a sample of 352 farm households in Jiangsu, China. The results showed that farmers' perceived costs and benefits (economic, social, and environmental benefits) triggered positive decisions to go green. When farmers are aware of the cost, government regulation effectively bridges the gap between farmers' green production intention and behavior. When farmers perceive the economic and environmental benefits of green production, there is a threshold for the moderating effect. This study provides insights for bridging the deviations in farmers’ green behavior from a regulatory perspective for agricultural policymakers.
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