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Adoption of conservative agricultural practices among rural Chinese farmers

Agriculture

Adoption of conservative agricultural practices among rural Chinese farmers

Q. Yang, A. A. Mamun, et al.

This study explores the critical factors driving Chinese farmers to embrace conservative agricultural practices (CAP). By applying an extended Value-Belief-Norm framework with green trust, the research offers significant insights for developing policies that foster eco-friendly farming. The research was conducted by Qing Yang, Abdullah Al Mamun, Farzana Naznen, and Muhammad Mehedi Masud.

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~3 min • Beginner • English
Introduction
The study addresses the environmental degradation caused by intensive agriculture and agrochemical overuse in China, where smallholder farming predominates and soil pollution is substantial. While conservation agriculture can mitigate these harms, adoption in developing countries remains low. Prior research using TPB and NAM explains limited variance in eco-friendly farming adoption, indicating the need to incorporate broader socio-psychological determinants. This study aims to identify factors influencing Chinese farmers’ intention and actual adoption of conservative agricultural practices by applying and extending the Value-Belief-Norm (VBN) theory with green trust. Hypotheses posit chained effects from values (biospheric, altruistic) to beliefs (new environmental paradigm, awareness of consequences, ascription of responsibility), to norms (personal norms), to intention and adoption, and that green trust will strengthen intention.
Literature Review
The literature identifies TPB, NAM, and VBN as common frameworks for explaining pro-environmental behavior. VBN posits a chain from values (biospheric, altruistic) to beliefs (new environmental paradigm; awareness of consequences; ascription of responsibility) to personal norms, which drive behavioral intentions. Empirical studies link biospheric and altruistic values to environmental beliefs and conservation behaviors. This study integrates VBN constructs and extends the model with green trust—confidence in the reliability and environmental benefits of conservation practices—as an additional predictor of intention. Hypotheses: H1 BV → NEP; H2 AV → NEP; H3a NEP → AOC; H3b NEP → PN; H4a AOC → AOR; H4b AOC → PN; H5 AOR → PN; H6 PN → intention (ICP); H7 Green Trust → intention (ICP); H8 Intention → adoption (ACP).
Methodology
Design: Cross-sectional quantitative survey analyzed via PLS-SEM due to multivariate non-normality. Setting and sample: Henan Province, China; participants were land-owning farmers of any age and crop type. Sampling used convenience and judgmental screening (engaged in farming). Data collection occurred after sessions of the 2022 “Practical Skills Training for New Vocational Farmers” in Zhoukou (20 sessions; >1000 attendees). Informed consent obtained; 349 complete responses collected. Power analysis (G*Power) indicated minimum n=114 (α=0.05, f=0.15, power=0.80, predictors=9); actual n=349. Instrument: Items adapted from validated scales—BV and AV (Han et al., 2016); NEP (López-Mosquera & Sánchez, 2012); AOC (López-Mosquera & Sánchez, 2012; Choi et al., 2015); AOR (López-Mosquera & Sánchez, 2012; Al Mamun et al., 2023); PN (Choi et al., 2015; Mamun et al., 2023); Green Trust (Chen, 2010); Intention (Chen & Deng, 2016; Maichum et al., 2016); Adoption (Walton & Austin, 2011; Sánchez et al., 2015). Responses on 7-point Likert scales. Pretest and pilot conducted; assistance provided for reading difficulties; pilot data excluded. Diagnostics: Multivariate non-normality confirmed via WebPower (skewness and kurtosis p<0.05). Common method bias checked: Harman’s single-factor (31.05% <50%); full collinearity VIFs 1.349–2.404 (<3.3). Measurement model: Reliability acceptable (Cronbach’s α=0.795–0.921; rho_A=0.798–0.924; CR=0.867–0.941). Convergent validity (AVE=0.545–0.760). Discriminant validity met by Fornell-Larcker and HTMT (<0.90); loadings >0.60. Structural model: SmartPLS v3.3.5; bootstrapping used to test paths, t, p, and CIs. Multi-group analysis: MICOM invariance and PLS-MGA by gender; no significant group differences.
Key Findings
- Hypothesis tests (β, t, p): - H1 BV → NEP: β=0.164, t=2.387, p=0.009 (supported) - H2 AV → NEP: β=0.175, t=2.527, p=0.006 (supported) - H3a NEP → AOC: β=0.176, t=2.561, p=0.005 (supported) - H3b NEP → PN: β=0.395, t=4.396, p<0.001 (supported) - H4a AOC → AOR: β=0.323, t=5.810, p<0.001 (supported) - H4b AOC → PN: β=0.062, t=1.502, p=0.067 (not supported) - H5 AOR → PN: β=0.319, t=4.277, p<0.001 (supported) - H6 PN → Intention (ICP): β=0.165, t=2.377, p=0.009 (supported) - H7 Green Trust → Intention (ICP): β=0.284, t=4.572, p<0.001 (supported) - H8 Intention (ICP) → Adoption (ACP): β=0.426, t=7.480, p<0.001 (supported) - Green trust exhibited the strongest effect on intention among its predictors (β=0.284 vs PN β=0.165). - Explained variance (R², adjusted): NEP 0.092 (0.087); AOC 0.031 (0.028); AOR 0.104 (0.102); PN 0.428 (0.423); Intention 0.161 (0.156); Adoption 0.181 (0.179). Overall, endogenous constructs showed weak-to-moderate explanatory power, with PN highest (~0.43). - Effect sizes (f²): medium for NEP → PN (0.183) and Intention → Adoption (0.221); small for AV → NEP (0.022), NEP → AOC (0.032), AOC → AOR (0.116), AOR → PN (0.110), PN → Intention (0.022), Green Trust → Intention (0.065); trivial for BV → NEP (0.019) and AOC → PN (0.006). - Measurement quality: Reliability and validity criteria met (α=0.795–0.921; CR=0.867–0.941; AVE=0.545–0.760; HTMT<0.90; loadings >0.60). CMB unlikely (single-factor 31.05%; full collinearity VIFs <3.3). - Demographics (n=349): 68.5% male; most aged 41–50 (39.3%); education high school or below (90.5%); 61.9% used land >20 years; landholding mostly 1–3 mu (45%). - MGA by gender: no significant differences in path coefficients.
Discussion
Findings validate the extended VBN framework in explaining conservative agricultural practice adoption among Chinese smallholders. Values (biospheric, altruistic) shape core environmental beliefs (NEP), which increase awareness of consequences and strengthen personal norms. Awareness of consequences alone did not directly trigger personal norms, highlighting the mediating role of ascription of responsibility: when farmers feel responsible, moral obligations (PN) are activated. Personal norms and especially green trust translate into stronger intentions to adopt conservation practices, and intentions drive actual adoption. This addresses the research questions by identifying socio-psychological levers beyond demographic or knowledge factors. The prominent role of green trust underscores the importance of perceived reliability and benefits of conservation practices in contexts where farmers fear productivity or income loss. The results are relevant for policy and extension design aiming to reduce agrochemical use, restore soils and water, and promote sustainable agriculture in developing-country smallholder systems.
Conclusion
The study demonstrates that an extended VBN model—incorporating green trust—explains intentions and adoption of conservative agricultural practices among rural Chinese farmers. Biospheric and altruistic values increase endorsement of the new environmental paradigm, which enhances awareness of consequences and personal norms. Ascription of responsibility strengthens personal norms; personal norms and green trust bolster intention; intention leads to actual adoption. Contributions include: integrating moral and trust constructs to explain higher-cost conservation behaviors; evidencing green trust as a compelling predictor of intention; and providing actionable insights for scaling conservation agriculture. Future research should broaden geographies and crop systems, integrate additional factors (e.g., policy support, subsidies, risk perceptions, extension access), and combine quantitative and qualitative or configurational methods to capture complex pathways to adoption.
Limitations
- Sampling limited to Henan Province with convenience and judgmental methods, constraining generalizability. - Focus on mainly short-term crop farmers (e.g., wheat, corn, vegetables); results may differ for perennial or specialty crops. - Cross-sectional survey precludes causal inference beyond modeled associations. - Model centered on ethical and behavioral intention constructs, omitting other potentially influential factors (e.g., government support, subsidies, economic incentives, risk/benefit perceptions, social networks). - Self-reported measures may be subject to social desirability or recall bias, though CMB diagnostics were acceptable.
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