PurposeThis study aims to analyze the influence of farmers’ degree of participation in collective action on their adoption decisions and waiting time regarding soil and water conservation (SWC) measures.Design/methodology/approachThe Probit model and Generalized Propensity Score Match method are used to assess the effect of the degree of participation in collective action on farmers’ adoption decisions and waiting time for implementing SWC measures.FindingsThe findings reveal that farmers’ engagement in collective action positively influences the decision-making process regarding terrace construction, water-saving irrigation and afforestation measures. However, it does not significantly impact the decision-making process for plastic film and ridge-furrow tillage practices. Notably, collective action has the strongest influence on farmers’ adoption decisions regarding water-saving irrigation technology, with a relatively smaller influence on the adoption of afforestation and terrace measures. Moreover, the results suggest that participating in collective action effectively reduces the waiting time for terrace construction and expedites the adoption of afforestation and water-saving irrigation technology. Specifically, collective action has a significantly negative effect on the waiting time for terrace construction, followed by water-saving irrigation technology and afforestation measures.Practical implicationsThe results of this study underscore the significance of fostering mutual assistance and cooperation mechanisms among farmers, as they can pave the way for raising funds and labor, cultivating elite farmers, attracting skilled labor to rural areas, enhancing the adoption rate and expediting the implementation of terraces, water-saving irrigation technology and afforestation measures.Originality/valueDrawing on an evaluation of farmers’ degree of participation in collective action, this paper investigates the effect of participation on their SWC adoption decisions and waiting times, thereby offering theoretical and practical insights into soil erosion control in the Loess Plateau.