Research on the Influence of Technology Evaluation on Farmers'Adoption Behavior of Green Control Technology
Using the micro-survey data of farmers in Hubei and Henan provinces,this paper explores the impact of positive and negative evaluations on farmers'adoption of green control technology from the perspective of risk attitude in farmers'subjective psychological factors and the transmission distance in objective environmental factors.The study finds that,firstly,both positive and negative evaluations by others have a significant impact on farmers'green control technology adoption behavior,but the negative effect of negative evaluation on farmers'green control technol-ogy adoption behavior is significantly stronger than the positive effect of positive evaluation.Tech-nology evaluation is more likely to affect the technology adoption behavior of farmers with small planting scale and low education level.Secondly,risk attitudes play a regulatory role in the impact of technology evaluation on farmers'green control technology adoption behavior,that is,risk aver-sion will significantly inhibit the promoting effect of positive evaluation on farmers'green control technology adoption behavior,but will significantly exacerbate the negative effect of negative evalu-ation on technology adoption behavior.Thirdly,the closer the spatial distance is and the farther the social distance between farmers and others is,the stronger the positive evaluation will promote their green control technology adoption behavior.However,neither spatial distance nor social dis-tance significantly changes the negative impact of negative evaluation on their green control tech-nology adoption.
Green control technologyTechnology evaluationRisk attitudeSpatial distanceSocial distance
万方数据
维普
