Study on the farmers'adoption behavior of green fertilization technology under the framework of MOA theory—taking the organic fertilizer technology as an example
Organic fertilizer instead of chemical fertilizer is an effective way to realize the green transformation and sustainable development of agriculture under the new normal.However,farmers generally have the phenomenon of"high willingness and low behavior"in the adoption of organic fertilizer technology.Therefore,how to ensure the occurrence of farmers'organic fertilizer technology adoption behavior has become an urgent practical problem for the green development of agriculture.The study was based on the survey data of 702 farmers in the main grain producing areas of Henan province,combined with the MOA theory to construct a research framework,and used the Probit model to empirically analyze the effects of internal motivation,external opportunities and personal ability on the willingness and behavioral consistency of farmers to adopt organic fertilizer technology.Hierarchical regression was used to further analyzethe moderating effect among internal motivation,external opportunities and individual ability.The results showed that internal motivation,external opportunity and individual ability had significant positive effects on farmers'organic fertilizer technology adoption behavior.The external opportunity and individual ability played a positive regulating role between the internal motivation and behavior of farmers to adopt organic fertilizer technology.External opportunities and individual ability could strengthen each other,and positively promote the farmers'adoption behavior of organic fertilizer technology.Therefore,increasing publicity and education,optimizing the policy environment,providing technical guidance and improving consulting services can encourage farmers to adopt green fertilization technology.
farmersMOA theorytechnology adoption behaviororganic fertilizerProbit model
万方数据
