From Online Markets to Green Fields: Unpacking the Impact of Farmers’ E-Commerce Participation on Green Production Technology Adoption

Farmers' adoption of agriculture green production technologies: perceived value or policy-driven?

E-commerce operations and technology perceptions in promoting farmers' adoption of green production technologies: Evidence from rural China

Against the backdrop of mounting resource constraints and increasing environmental stresses, examining the relationship between agricultural insurance and farmers’ adoption of green production technologies is crucial for ensuring sustainable agricultural development. This study empirically assess the impact and mechanism of agricultural insurance on farmers’ adoption of green production technologies, using microsurvey data from 459 vegetable growers in Shandong Province, China. Research has found that purchasing agricultural insurance can promote the adoption of green production technologies by vegetable growers. However, purchasing agricultural insurance can encourage farmers to adopt comprehensive pest and disease control technologies, soil-testing and formula-fertilizer approaches, and water-saving irrigation technologies. In terms of its mechanism, agricultural insurance promotes farmers to adopt green production technologies by enhancing agricultural operating income. The advance analysis indicates the environmental regulation exerts positive moderating effects only in the processes through which agricultural insurance influences farmers’ adoption of integrated pest management and soil testing for formulated fertilization. In contrast, its moderating effect on water-saving irrigation techniques is not significant. Therefore, we should fully leverage the green orientation of agricultural insurance, continuously strengthen its income-guarantee effect, and ensure association between agricultural insurance and environmental regulatory policies for sustainable agriculture.

Promoting the diffusion of green agricultural production technologies is a crucial measure for achieving a green agricultural transition, but farmers’ adoption of these technologies remains constrained by factors such as information asymmetry and insufficient awareness. Based on micro-level survey data from Jiangsu Province farmers, this study adopts a social network perspective to construct an analytical framework linking “social networks–green knowledge access–adoption intensity of green agricultural production technologies.” Employing the Ordered Probit model and Bootstrap method, it empirically examines the impact of social networks on farmers’ adoption intensity of green agricultural production technologies and its underlying mechanisms. Compared with existing research, this study further investigates the stratified heterogeneity of educational attainment. Research findings indicate the following: (1) Social networks significantly enhance the intensity of farmers’ adoption of green agricultural production technologies and drive the transition from lower to higher levels of adoption. (2) Green knowledge access plays a significant mediating role in the process by which social networks influence the adoption intensity of green agricultural production technologies; Bootstrap tests indicate that the indirect effect is significant. (3) Educational attainment exhibits stratified moderating effects on the aforementioned mediating mechanisms. Among these, the conditional indirect effect is significant and most pronounced in the medium-education group, whereas the indirect effects in both the low and high-education groups are insignificant. Based on the research findings, this paper proposes strengthening networked promotion and demonstrating diffusion mechanisms at the village level. It emphasizes enhancing the comprehensibility and operability of technical information by focusing on green knowledge access as a key starting point. Furthermore, it advocates implementing differentiated promotion strategies and tailored support policies for distinct educational groups to foster sustained, high-intensity adoption of green agricultural production technologies.

IntroductionAs a vital food crop in China, the sustainable production of high-quality rice is essential for ensuring food security and facilitating the green transformation of agriculture. However, the limited adoption of green production technologies for high-quality rice among farmers poses a significant obstacle to the sustainable development of the grain sector. While previous studies have primarily focused on the adoption of green technologies by traditional farmers, there has been a lack of attention on professional grain farmers as a distinct category of agricultural operators.MethodsThis study, based on the sustainable livelihood framework, focuses on professional grain farmers. By analyzing data from 655 professional grain farmers in Jiangxi Province and utilizing the ordered logit model, we analyzed and validated the influence of livelihood capital on the green production behaviors. Additionally, we applied mediating and moderating effect models to clarify the roles of value cognition and government regulation in this relationship.ResultsThe study found the following: (1) livelihood capital significantly and positively affects the green production behaviors of professional grain farmers. Specifically, human capital, natural capital, financial capital, and social capital all contribute to the adoption of green production practices. (2) The relationships between livelihood capital and green production behavior are partially mediated by perceptions of economic, ecological, and social benefits, with the mediating effects ranked in descending order. (3) Government regulation acts as a moderator, where stronger incentive and guidance policies amplify the influence of livelihood capital on professional grain farmers’ green production behaviors. (4) Heterogeneity analysis indicates that livelihood capital and value perception have a more pronounced effect on green production behaviors among farmers with higher levels of livelihood capital.DiscussionBased on these results, the study suggests enhancing the allocation of farmers’ livelihood capital, intensifying the dissemination and education of green production technologies, and strengthening policy incentives and guidance.

Adoption of green technologies in construction of buildings is one of the strategies of climate change mitigation and reducing the negative effects of urbanization to the environment. The adoption of green technologies is critical for achieving low carbon development. However, it is not clear what factors determine the uptake of different types of green technologies in the construction of buildings in the study area, an issue that this study sought to investigate. The study adopted a mixed research design. The target population was 1191 households, with a sample study size of 153 (13%) households obtained from Milimani, Section 58 and Naka Estates in Nakuru City. Primary data was collected using structured household questionnaires and key informant interviews. The data obtained was analyzed using descriptive and inferential statistics, where: percentages, frequencies and multiple linear regression analysis test were computed. The study observed that education level, employment status, and monthly household income had a significant influence in adoption of green building technologies. The results of the study provide a basis that can be used for the formulation of policies that can enhance the adoption of green building technologies in Nakuru City.

Climate change, resource scarcity, and rising societal expectations have made sustainability a strategic imperative for firms worldwide. To address these global challenges, organizations are increasingly embedding environmental principles into their operations and adopting green technologies as a pathway to balance economic growth with ecological responsibility. This study examines the factors influencing green technology adoption among small‐ and medium‐sized enterprises (SMEs) in developing countries, focusing on Türkiye, and explores how such adoption contributes to economic, social, and environmental sustainability performance. Guided by the TOE framework, dynamic capabilities theory, and institutional theory, survey data from 368 SME owners and managers were analyzed using partial least squares structural equation modeling (PLS‐SEM). The findings show that green technology adoption significantly enhances sustainability outcomes. This study contributes to the limited literature on SME‐focused green technology adoption. It contributes original empirical evidence from an emerging economy and highlights the mediating roles of green behavioral intention and green technology adoption. Practically, the study implies that managers should view green technology not merely as compliance but as a strategic tool for resilience. By demonstrating how adoption drives multi‐dimensional performance, the findings valorize the role of SMEs as foundational pillars in building sustainable communities, suggesting that policymakers must foster mimetic ecosystems where green success stories can be easily replicated.

In the context of increasingly severe resource and environmental constraints, accelerating family farms to take the path of green agricultural development is an urgent practical problem to be solved. The bancassurance interaction, an innovative form of financial support policy for agriculture, can effectively alleviate the risks and credit rationing problems faced by family farms in the operation process, provide new opportunities for green production of family farms, and is of great significance to promoting sustainable agricultural development. This study uses data from 564 planting family farms in Shaanxi Province to analyze the impact of the bancassurance interaction on adopting green production technology in family farms and its mechanism, paying particular attention to the heterogeneous effects of the family life cycle and family economic level. The results of this study show that the bancassurance interaction has a significant positive impact on the adoption of green production technology by family farms. Compared with agricultural credit and insurance, the effect of the bancassurance interaction on adopting green production technologies is more evident. The analysis of the impact mechanism shows that the bancassurance interaction can promote the adoption of green production technology in family farms through three channels: increasing investment in agricultural production, expanding the scale of land management, and strengthening exchanges of green technology. Among them, the effect of increasing agrarian production investment is the most pronounced. The heterogeneity analysis shows that the impact of the bancassurance interaction on the green production technology of family farms varies significantly according to the family life cycle and economic level. Family farms at the dependency stage and low-income level were more willing to adopt green production technologies driven by the bancassurance interaction. Therefore, it is necessary to continuously innovate the interaction mode between banks and insurance companies, rationally allocating agricultural production factors and combining the actual situation of each family farm to strengthen the leading role of the bancassurance interaction in adopting green production technologies and promoting high-quality agricultural development.

Global manufacturing sectors are progressively using state-of-the-art green technologies (GTs) to alleviate the detrimental effects of production on the environment. Adoption of GTs is motivated by a number of variables referred to as drivers. Although a variety of drivers and GTs are described in the literature, few models demonstrate the intricate relationships that occur between them. Although there are evidences that drivers might be distinctive for every particular GT in a given business, there is a dearth of empirical study on how and to what extent the drivers are influencing the adoption and implementation of GTs. To address these gaps, this study first categorizes drivers and GTs based on existing literature. Subsequently, a theoretical framework is developed grounded in natural resource-based view (NRBV), establishing the link between adoption of specific GTs and their potential drivers through the development of enabling key resources. A case study of an Indian steel manufacturing company is conducted to empirically test the framework by analyzing various implemented green initiatives. Observed compliances and deviations to the framework are examined. Additionally, this research offers valuable insights to manufacturing managers for GT selection and recommends avenues for future research in this domain.

The popularization and use of green production technology is the key to promoting the sustainable development of agriculture. Exploring the path of promoting farmers' adoption of green production technology has important theoretical and practical significance for promoting the green transformation of agriculture and realizing the high-quality development of agriculture. This study examined the impact of contract performance on the adoption of green production technology in the farmland transfer market based on the characteristics of green production technology. An empirical test was conducted using survey data from Heilongjiang, Henan, Zhejiang, and Sichuan Provinces, which differ in agricultural resource endowment and economic development. The results demonstrated that farmland area was positively associated with the number of green production technologies adopted by farmers and use of straw returning, subsoiling, and soil testing for formula fertilization technology. Moreover, improving the performance rates of farmland transfer contracts strengthened the promotional effect of operation scale on green production technology adoption. Using either contract execution or dispute resolution rates to measure contract performance promoted the adoption of green production technology, particularly for large-scale farmers. Therefore, in the publicity and promotion of agricultural green production technology, the government should not only formulate differentiated promotion strategies and support policies based on resource endowment, but also focus on the construction of rural legal systems, which are helpful for building and maintaining a good farmland market order and performance environment, and create conditions for the durability and stability of technology adoption.

The current world faces increasingly severe ecological and environmental challenges, making green education key to promoting sustainable development. Particularly in the field of agricultural development, green education not only promotes the modernization of agriculture but also constructs the foundation of ecological civilization. Hunan Province, as an important agricultural area in China, is urgently in need of transforming its agricultural system into a more sustainable and eco-friendly model. This study utilized interviews, Colaizzi's phenomenological analysis, and surveys to conduct a detailed analysis of the basic information of farmers in Hunan Province, the current state of agricultural production, and the willingness to adopt green agricultural production technologies. The subjects of the study are the farmers of Hunan Province, especially those who have received green education or are considering adopting green agricultural production technologies. The study found that green education plays a key role in improving the quality of agricultural talents, promoting agricultural technological innovation and application. Although there is no significant correlation between the economic condition of farmers' families and the willingness to adopt green production technology, the cognitive level of farmers, social structure, and interpersonal relationships within villages have a significant positive impact on the adoption of green technology. Green education promotes the popularization of green agricultural production by cultivating ecological awareness and a mindset for sustainable development, laying a solid foundation for achieving sustainable development.

As one of the key links of agricultural green sustainable development, it is an effective path to popularize green production technology and promote farmers’ adoption of green production technology by using cooperatives as an organizational vehicle. Based on the survey of 314 apple farmers in Shaanxi and Gansu provinces, the degree of adoption of green production technology was measured by the coefficient of variation method. At the same time, in view of the selection bias of farmers’ participation in cooperatives, the propensity score matching method was used to evaluate the influence of farmers’ participation in cooperatives on the adoption of green production techniques. The results showed that participation in cooperatives increases the probability of farmers adopting green production techniques from 25.29% to 30.29%, indicating that cooperatives increase the degree to which farmers adopt green production techniques. In addition, increased cognition of green production, which increases the price and net profit of products sold and reduces expectations of green production risks, is the primary channel through which cooperatives lead farmers to adopt green production technologies. Participation in cooperatives, though, increased input costs for apple production. In order to strengthen the active role of cooperatives in the popularization of green production technologies, more support should be given to cooperatives, and emphasis should be placed on strengthening their institutional development so that they can be standardized and developed at a high quality.

IntroductionLand fragmentation remains a critical barrier to sustainable agriculture, as it reduces efficiency and hinders the adoption of modern green technologies, particularly in smallholder farming systems.PurposeThis study explores the impact of land fragmentation on farmers' adoption of green technologies and examines how organizational integration can moderate these adverse effects.MethodsPrimary data were collected from 420 crop farmers across four districts of Balochistan, Pakistan. A binary probit model was employed to analyze the effects of land fragmentation and organizational integration on adoption behavior, with controls for education, training participation, land characteristics, and household factors.ResultsThe findings reveal that land fragmentation significantly decreases the likelihood of adopting green technologies, while organizational integration strongly promotes adoption and offsets the negative effects of fragmentation. Moreover, education, participation in training, and machinery acquisition positively influence adoption, whereas high dependence on agricultural income, land transfer, and risk perception serve as barriers.ConclusionPolicies that encourage land consolidation and strengthen cooperative networks are essential. Promoting organizational integration through farmer cooperatives can alleviate the constraints of fragmented farmland, enhance sustainable agricultural practices, and improve rural livelihoods.

Green production technology is a critical component of contemporary agricultural development, playing a pivotal role in the promotion of sustainable agricultural practices. Information literacy is the basic ability for farmers to engage in agricultural production, including information awareness, information knowledge, and information ability. In order to investigate the impact of information literacy on farmers’ green production technology adoption behavior, this paper constructs information literacy indicators using factor analysis, based on survey data from 1316 farming households in Shanxi and Hebei provinces, and empirically analyzed the impact of information literacy on farmers’ green production technology adoption behavior and the moderating effect of risk attitude using the Heckman model and moderating effect model, respectively. The empirical evidence indicates the following: (1) Information literacy can significantly contribute to farmers’ adoption decisions and adoption degree of green production technologies. (2) Information literacy has a significant effect on the adoption decisions of all five green production technologies. (3) The results of the heterogeneity analysis indicate that the coefficient of information literacy on the degree of adoption of green production technologies by farmers with different endowment characteristics varies significantly. The promotion effect is more pronounced for small-scale farmers and farmers with a high share of agricultural income. (4) The interaction term between risk attitude and information literacy has a significant effect on farmers’ green production technology adoption degree. Based on these findings, the paper recommends that relevant institutions focus on enhancing farmers’ information literacy, strengthening the agricultural production guarantee system, and developing differentiated strategies for promoting green production technologies.

This study investigates the critical roles of green innovation adoption (GIA) and green technology adoption (GTA) in advancing the digital economy (DE). It explores how creative enterprises (CE) and financial capability (FC) mediate and moderate the relationships between green innovation, technology adoption, and the digital economy. Data were collected from 400 respondents in the automotive industry in China through a structured survey questionnaire. Structural Equation Modeling (SEM) was conducted using Smart PLS 4.0 to analyze the data and test the proposed hypotheses. The findings indicate that green innovation and technology adoption significantly and positively impact the digital economy. Moreover, these factors positively influence creative enterprises, enhancing the digital economy. Creative enterprises were also found to mediate the relationship between green innovation/technology adoption and the digital economy. In addition, financial capability significantly moderated the link between creative enterprises and the digital economy. This research contributes to the literature by examining the synergistic effects of environmental sustainability, innovation adoption, and technological integration within the digital economy. It provides actionable insights into embedding sustainable practices in the evolving digital landscape while highlighting the intricate dynamics among innovation, technology adoption, and financial resources in driving economic transformation. This study contributes to the literature by exploring the synergistic effects of green innovation, technology adoption, and financial capability in driving the digital economy, focusing on creative enterprises as a mediating factor. It provides actionable insights for integrating sustainability into the digital landscape, offering a novel framework for economic transformation in the automotive industry.