Chinese Farmers’ Low-Carbon Agricultural Technology Adoption Behavior and Its Influencing Factors

Low-carbon agricultural technology (LCAT) is essential for China to achieve its carbon emissions peak by 2030 and neutrality by 2060. Farmers’ adoption of LCAT is crucial for adapting to and mitigating climate change risks. This study explores the social-psychological factors shaping farmers’ LCAT adoption behavior, utilizing the Theory of Planned Behavior and the Normative Activation Model. Survey data from 360 farmers in Wuxi, Jiangsu Province, were analyzed using structural equation modeling. Findings show that behavioral attitude, perceived behavioral control, subjective norms, and personal norms have positive and direct effects on farmers’ LCAT adoption. The analyses also discovered four mediation paths that indirectly influence farmers’ LCAT adoption, including Subjective Norms → Personal Norms → Adoption Level; Consequence Awareness → Personal Norms → Adoption Level; Responsibility Attribution → Personal Norms → Adoption Level; and Consequence Awareness → Responsibility Attribution → Personal Norms → Adoption Level. The study deepens our understanding of the social-psychological mechanism underlying farmers’ LCAT adoption behavior. The findings offer valuable insights for promoting low-carbon agricultural technologies and guiding policy development. Recommendations include promoting LCAT by leveraging social influence to enhance social norms, educating farmers on ethical environmental stewardship, raising awareness of farming’s environmental impacts, and providing policy incentives and technical support to reduce adoption barriers.