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Does Farmers’ Cognition Enhance Their Enthusiasm for Adopting Sustainable Digital Agricultural Extension Services? Evidence from Rural China

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  • Tianzhi Gao

    (School of Economic and Management, China University of Mining and Technology, Xuzhou 221116, China)

  • Qian Lu

    (School of Economics and Management, Northwest A&F University, Yangling 712100, China)

  • Yiping Zhang

    (School of Economics and Management, Northwest A&F University, Yangling 712100, China)

  • Hui Feng

    (School of Economics and Management, Northwest A&F University, Yangling 712100, China)

Abstract

The service model of digital agricultural technology extension, as a novel and sustainable approach, plays a pivotal role in facilitating the digital transformation of farmers’ agricultural practices. Leveraging survey data from 1475 farmers in China, the study employed a multivariate ordered logit model to investigate the relationship between farmers’ cognition and enthusiasm to adopt digital agricultural extension services. The findings revealed that subjective and objective cognitions positively influence farmers’ enthusiasm for adopting digital agricultural extension services. Furthermore, policy incentives, as a significant regulatory factor, effectively influence farmers’ cognition levels and enthusiasm to adopt digital agricultural extension services. Additionally, female respondents, farmers with higher educational levels, and membership in agricultural cooperatives all facilitate the adoption of these services. This study not only enriches the theoretical framework for agricultural technology promotion, aiding in the understanding of farmers’ decision-making processes when adopting digital agricultural extension services, but also provides a deeper insight into the role of digital agricultural technologies in promoting sustainable agricultural development, offering scientific evidence for relevant policy formulation and implementation.

Suggested Citation

  • Tianzhi Gao & Qian Lu & Yiping Zhang & Hui Feng, 2024. "Does Farmers’ Cognition Enhance Their Enthusiasm for Adopting Sustainable Digital Agricultural Extension Services? Evidence from Rural China," Sustainability, MDPI, vol. 16(10), pages 1-17, May.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:10:p:3972-:d:1391364
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    References listed on IDEAS

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    1. Hongwei Yu & Yue Sun & Yixin Cui & Xinyue Tan & Yufeng Hou & Zongren Kuang, 2025. "The Impact of Farmers’ Cognition and Attitudes on the Adoption of Conservation Tillage: An Empirical Study Based on the Lishu Model," Sustainability, MDPI, vol. 17(12), pages 1-12, June.

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