How Does Social Mobilization Affect Farmers’ Green Grain Production in China?

Farmers’ adoption of green grain production practices is essential for advancing China’s ecological civilization and achieving carbon neutrality. However, adoption remains uneven because farmers’ decisions are embedded in local social structures and shaped by short-term economic incentives and constraints. Drawing on an embeddedness framework, this study investigates how social mobilization influences farmers’ green grain production practices, while also examining the moderating role of household resource endowments and the mediating role of non-market value perceptions. Using multi-stage survey data collected in Heilongjiang Province between June and September 2023, the results show that grassroots cadres foster farmers’ green production adoption through four dimensions of social mobilization—technical, knowledge, cultural, and relational embeddedness. Moreover, household endowments positively moderate these effects, and non-market value perceptions partially mediate the relationship between social mobilization and green production practices. These findings are robust to alternative model specifications. This study provides micro-level evidence on how a cadre-led, governance-based social mobilization process is associated with farmers’ adoption of green production practices. Overall, this study advances understanding of the behavioral foundations of farmers’ green transitions and highlights actionable policy levers for grassroots governance, helping translate external policy directives into internalized and sustainable production practices.