From Conventional to Organic Agriculture: Influencing Factors and Reasons for Tea Farmers’ Adoption of Organic Farming in Pu’er City

As the global pursuit of sustainable agricultural practices continues, organic farming is gaining increasing attention. In Pu’er, one of China’s major tea-producing regions, the factors influencing tea farmers’ willingness to adopt organic agriculture have not yet been fully studied. This study integrates the diffusion of innovations theory and the theory of planned behavior, using field surveys to thoroughly analyze the key factors and reasons affecting tea farmers in Pu’er in adopting organic farming practices. The findings indicate that perceptions of the economic benefits of organic farming are the primary drivers of farmers’ willingness to adopt. Experience with organic agriculture training and positive views on environmental and health benefits also significantly enhance the willingness to adopt organic farming. Contrary to common assumptions, education level, age, and household income have minimal influence on adoption willingness. However, low-income families that rely on tea cultivation are more inclined to adopt organic farming. Policymakers should prioritize economic incentives, strengthen training support, and enhance the promotion of the benefits of organic agriculture, while simplifying certification processes and expanding market channels to facilitate the transition of tea farmers to organic agriculture. This study offers insights into the sustainable tea industry and organic farming promotion.