Abstract
PurposeBased on the survey data of 1,152 households in three provinces of Shaanxi, Gansu and Ningxia on the Loess Plateau, this paper aims to empirically analyze the impact of aging and off-farm employment on farmers’ adoption behavior of soil and water conservation technology. This paper analyzes the moderating effect of social network and the mediating effect of technological cognition in this impact relationship.Design/methodology/approachBased on the above analysis, the second part of this paper is based on relevant theories and constructs a theoretical model of the relationship of aging, off-farm employment, social network, technology cognition and farmers’ adoption behavior of soil and water conservation technology. The third part introduces research methods, variable selection and descriptive statistics analysis of variables. The fourth part, based on the data of Shaanxi, Gansu and Ningxia provinces in the Loess Plateau in 2016, empirically analyzes the impact of aging, off-farm employment and social network on the farmers’ adoption behavior of soil and water conservation technology. This paper further examines the moderating effect of social network and the mediating effect of technology cognition in this influence relationship. Finally, based on the findings of the empirical study, this paper puts forward countermeasures and suggestions.FindingsFirst, aging and off-farm employment have a significant negative impact on farmers’ adoption behavior of soil and water conservation technology, while social network has a significant positive effect. Second, social network has alleviated the effect of aging and off-farm employment on restraining farmers’ adoption behavior of soil and water conservation technology. Third, aging and off-farm employment have restrained farmers’ cognition of soil and water conservation technology. Social network has promoted farmers’ cognition of soil and water conservation technology. Social network plays a moderating role in the impact of aging and off-farm employment on farmers’ cognition of soil and water conservation technology. Technology cognition plays a mediating role in the impact of social network on farmers’ adoption behavior of soil and water conservation technology.Originality/valueThis paper integrates the aging, off-farm employment and social network into the same analytical framework and reveals their impact on farmers’ adoption behavior of soil and water conservation technology and its action mechanism, which enriches the impact of human capital and social network on farmers’ adoption behavior of soil and water conservation technology. Then taking the social network as a moderator variable, the paper verifies its moderating effect on the relationship of aging, off-farm employment and farmers’ adoption behavior of soil and water conservation technology. Farmers’ technology cognition should be included in the analysis framework to examine the impact of aging, off-farm employment and social network on farmers’ cognition of soil and water conservation technology. Taking the technology cognition as a mediator variable, the paper verifies its mediating effect on the relationship of aging, off-farm employment and farmers’ adoption behavior of soil and water conservation technology.
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