Adoption of conservative agricultural practices among rural Chinese farmers

Intensive agricultural practices in China, characterized by excessive agrochemical use, have led to severe environmental degradation. This study addresses the low adoption rate of CAP in developing countries, focusing on the socio-psychological factors driving farmer intention and adoption. The research question centers on identifying the key socio-psychological determinants influencing farmers' choices regarding CAP. Understanding these factors is crucial for designing effective interventions to promote sustainable agriculture and mitigate environmental damage. The problem is significant due to China's high population and its reliance on small-scale farmers, who largely depend on synthetic inputs despite government initiatives promoting environmentally friendly farming methods. The study's importance lies in informing policy design and providing practical guidelines for promoting CAP among rural Chinese farmers to reduce environmental deterioration and ensure long-term agricultural sustainability.

Existing literature highlights the use of several theories to understand farmers' pro-environmental behavior, including the Theory of Planned Behavior (TPB), the Norm Activation Model (NAM), and the Value-Belief-Norm (VBN) theory. While TPB and NAM have shown limited explanatory power, the VBN theory, based on NAM but considering a broader biosphere impact, offers a more comprehensive framework. The VBN theory posits that pro-environmental behavior results from an interconnected chain of values, beliefs, and norms leading to behavioral intention. This study extends the VBN theory by adding 'green trust' as a crucial component, specifically in the context of CAP adoption. This builds upon existing studies, which focused on farmers' personal characteristics, pro-environmental behavior, subjective norms, knowledge, and training, while underscoring the need for a more thorough investigation of socio-psychological factors.

This cross-sectional study used quantitative data from 349 farmers in Henan Province, China, collected via structured interviews following a practical skills training program. Convenience and judgmental sampling methods were employed, targeting land-owning farmers involved in agriculture. The sample size was determined using G*Power, resulting in a sample of 349 respondents (exceeding the minimum calculated sample size of 114). A pretest and pilot test were conducted to ensure questionnaire reliability and validity. The questionnaire included validated scales for measuring biospheric and altruistic values, the new environmental paradigm, awareness of consequences, ascription of responsibility, personal norms, green trust, intention towards CAP, and actual adoption of CAP. Data analysis involved Partial Least Squares Structural Equation Modeling (PLS-SEM) due to the multivariate non-normality of the data. Harman's single-factor test and a full collinearity test were conducted to assess common method bias (CMB), indicating its absence. The measurement model was evaluated for internal consistency, reliability, convergent validity, and discriminant validity. The structural model was assessed for path coefficients, R-squared values, and effect size (f2). A multi-group analysis was performed to examine differences across gender groups.

The PLS-SEM analysis supported most hypotheses. Biospheric and altruistic values significantly and positively influenced the new environmental paradigm (H1, H2 supported). The new environmental paradigm significantly and positively influenced awareness of consequences and personal norms (H3a, H3b supported). Awareness of consequences significantly and positively influenced the ascription of responsibility (H4a supported), but not personal norms (H4b rejected). Ascription of responsibility significantly and positively influenced personal norms (H5 supported). Personal norms and green trust significantly and positively influenced intention towards CAP (H6, H7 supported). Intention significantly and positively influenced the adoption of CAP (H8 supported). Green trust showed the strongest effect on farmers' intentions. The R-squared values indicated weak explanatory power for most constructs, while effect sizes ranged from trivial to medium. The multi-group analysis showed no significant differences across gender groups.

The findings demonstrate that incorporating socio-psychological factors into understanding CAP adoption is crucial. Farmers' values, beliefs, and norms play a significant role in shaping their intentions and actions regarding sustainable agricultural practices. The strong influence of green trust highlights the importance of building farmer confidence in CAP. The rejection of H4b suggests that awareness of consequences alone might not be sufficient to trigger personal norms; a sense of responsibility is also necessary. The lack of significant gender differences indicates that the factors influencing CAP adoption are relatively consistent across male and female farmers. The findings contribute to a better understanding of the drivers of sustainable agricultural practices in China, highlighting the need for integrated interventions that address both cognitive and practical aspects.

This study contributes to the literature by providing empirical evidence on the socio-psychological drivers of CAP adoption among Chinese farmers. The integrated model, including green trust, offers a more comprehensive understanding than previous studies. The findings emphasize the importance of targeting values, beliefs, norms, and trust to promote CAP adoption. Future research could explore the generalizability of these findings to other regions and crop types, and investigate the role of additional factors, such as government support and subsidies, using mixed-methods approaches.

The study's generalizability might be limited due to the use of convenience sampling within Henan Province. The focus on short-term crops might also limit the generalizability of findings to other crop types. Additionally, the study may have overlooked other potentially influential factors, such as governmental support and subsidies. Future research could address these limitations by expanding the geographical scope, including different crop types, and investigating additional factors influencing CAP adoption.