数字农科院2.0

Does the farmers' social learning matter? Unveiling the behavioral motivation for adopting agricultural green production

文献类型： 外文期刊

作者： Huang, Lexuan;Meng, Han;Zhang, Zhengjia;Zhou, Xiangyang;Chi, Liang;Zhu, Mengshuai;Wu, Jianzhai

作者机构：

关键词： Green production behavior;Theory of planned behavior;Social learning theory;Social networks;Social reinforcement

期刊名称： JOURNAL OF CLEANER PRODUCTION

ISSN： 0959-6526

年卷期： 2025 年 538 卷

页码：

收录情况： SCIE（2025版） ; ; EI（2025版）

摘要： Against the backdrop of global agricultural challenges such as ecological degradation and the pressure for green transformation, promoting farmers' adoption of green production behavior has become a key component in achieving sustainable agriculture. Advancing the sustainable transformation of agriculture requires contributions from farmers' social interactions. This study aims to unveil new motivational drivers behind farmers' green production behavior. By integrating the Theory of Planned Behavior with Social Learning Theory, this study developed a theoretical framework that incorporated both cognitive and social factors. Structural equation modeling and multi-group analysis were applied for empirical validation. Based on a field survey of 735 maize farmers in China, the study tested the proposed hypotheses and further analyzed indirect effects and cross-group validity. The results indicate that farmers' attitudes have the most substantial influence on intentions, with intention serving as a mediating variable indirectly affecting behavior adoption. Social learning significantly impacts all cognitive dimensions of green production behavior, validating the applicability and relevance of the proposed framework. Behavioral pathways involving social learning enhance intentions and the adoption of GPB among maize farmers. Multi-group analyses indicate heterogeneous social-learning effects by gender and education; policy should tailor technical services and peer-learning formats accordingly. Thus, improving farmers' cognitive understanding and levels of social learning is crucial for promoting green production behavior adoption. Policymakers can facilitate green production behavior adoption by emphasizing these variables.

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