Impact of agricultural technology promotion on the sustainable protection of cultivated land by grain growers:Mediation effect based on expectation confirmation
[Objective]Exploring the relationship between agricultural technology promotion and sustainable protection of cultivated land is of certain significance for sustainable agricultural development.[Methods]This study was based on the survey data of 634 grain growers in Henan Province.The coefficient of variation method was used to calculate the degree of sustainable protection of cultivated land by grain growers,and an empirical analysis was conducted to examine the impact of agricultural technology promotion on the sustainable protection behavior of grain growers for cultivated land,as well as the mediation effect of expectation confirmation.[Results]The results show that:(1)Grassroots on site and online agricultural technology promotions both significantly promote the sustainable protection of cultivated land,and the result is still valid after addressing endogeneity issues and conducting robustness tests;(2)Based on the intergenerational difference analysis,there is no group difference in the impact of grassroots on site agricultural technology promotion on the sustainable protection behavior of grain growers for cultivated land,while online agricultural technology promotion has a more significant impact on the sustainable protection behavior of young generation grain growers;(3)Grassroots agricultural technology promotion and online agricultural technology promotion exhibit complementary effects in their impact on the sustainable protection of cultivated land by grain growers;(4)Grassroots agricultural technology promotion indirectly affects the sustainable protection behavior of grain growers by the expectation confirmation of enhancing interest and reducing risks,while online agricultural technology promotion mainly indirectly affects the sustainable protection behavior of grain growers by the expectation confirmation of enhancing interest.[Conclusion]While strengthening the development of grassroots agricultural technology promotion and online agricultural technology promotion,the complementary effect of online and on site agricultural technology promotion should also be enhanced to help grain growers form a more objective level of expectation,and thus promote the sustainable implementation of cultivated land protection by farmers.
grassroots agricultural technology promotiononline agricultural technology promotionexpectation confirmationsustainable protection of cultivated landgrain growersHenan Province
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