E-commerce operations and technology perceptions in promoting farmers' adoption of green production technologies: Evidence from rural China.

ABSTRACT

Agricultural green production is vital for ensuring product quality, safety, and mitigating environmental issues. E-commerce operations have emerged as a key driver of green production transformation. Based on a sample of 704 farm households in Jiangsu Province, this study employs a two-way fixed-effects model, Propensity Score Matching (PSM), Instrumental Variable Probit (IVProbit), and Extended Regression Model (ERM) to address endogeneity, alongside stepwise regression to test the mediating role of technology cognition. The results show that e-commerce operations significantly and positively influence the adoption of green production technologies among farmers, with technology cognition acting as a positive mediator. The impact of e-commerce on technology adoption varied across different age groups and geographical terrains, with older farmers and those in plain regions benefiting the most. Additionally, e-commerce played a crucial role in the adoption of green technologies, particularly in the use of organic fertilizers. To promote the broader adoption of green technologies among farmers, it is recommended that governments strengthen e-commerce support systems, enhance technical training for farmers, improve the inclusivity of e-commerce platforms, and address gaps in the availability of green production technologies.