Agriculture

Impact of new media use on farmers' willingness to use clean energy: the role of topography and agricultural income

S. Yin, S. Han, et al.

Discover how new media use, media trust, and ecological cognition play pivotal roles in farmers' willingness to adopt clean energy in Northern China. This groundbreaking research by Shi Yin, Shuai Han, Yijie Liu, and Yilin Wang unveils the complex interactions that could shape sustainable agricultural practices.

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Abstract

This study investigates the mechanisms through which new media use (NMU), media trust (MT), and ecological cognition (EC) influence farmers' willingness to use clean energy (WTUCE). Using a structural equation model and data from Northern China, the study finds that NMU directly affects WTUCE, EC positively affects WTUCE, and NMU positively affects EC. MT moderates the relationship between NMU and EC, while EC mediates the relationship between NMU and WTUCE. The study also reveals heterogeneity in these relationships based on topography and the proportion of non-agricultural income.

Publisher

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS

Published On

Oct 11, 2024

Authors

Shi Yin, Shuai Han, Yijie Liu, Yilin Wang

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