This study investigates factors influencing Chinese farmers' adoption of conservative agricultural practices (CAP). Using the Value-Belief-Norm (VBN) framework extended with 'green trust,' a cross-sectional study of 349 farmers employed PLS-SEM. Biospheric and altruistic values positively impacted the new environmental paradigm, affecting awareness of consequences and personal norms. Green trust significantly influenced adoption intention, which in turn affected actual adoption. The findings provide insights for policy development and strategies promoting eco-friendly farming.

Qing Yang, Abdullah Al Mamun, Farzana Naznen, Muhammad Mehedi Masud