Abstract
The promotion of low-carbon technologies (LCTs) is an important way to promote agricultural carbon reduction and respond to climate change. In this study, the intentions to adopt LCTs of 528 planting farms was investigated by random sampling, and the structural equation model was used for analysis. The study confirmed that the model combining theory of planned behavior (TPB) and theory of ‘value-belief-norm’ (VBN) is appropriate in predicting the adoption intention of LCTs. Importantly, there were differences in the formation mechanism of adoption behavior between traditional farmers (with lower levels of education, less experience and focus on short-term interests) and elite farmers (with higher levels of education, more experience and focus on long-term interests). The impact of behavior attitude on intentions of LCTs was not tenable for traditional farmers, while the effect of perceived behavior control on behavior of LCTs was not tenable for elite farmers. Overall, this study confirms the importance of designing differentiated low-carbon technology promotion programs. In the future research, we will continue to pay attention to the differences of agricultural low-carbon technology adoption in different regions, ho** to provide some inspiration for agricultural managers.
Similar content being viewed by others
References
Ajzen, I. (2011). The theory of planned behavior: Reactions and reflections. Psychology & Health, 26(9), 1113–1127.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.
Awan, U. (2011). Green marketing: Marketing strategies for the Swedish energy companies. International Journal of Industrial Marketing, 1(2), 1.
Bamberg, S., Hunecke, M., & Blöbaum, A. (2007). Social context, personal norms and the use of public transportation: Two field studies. Journal of Environmental Psychology, 27(3), 190–203.
Bambio, Y., & Agha, S. B. (2018). Land tenure security and investment: Does strength of land right really matter in rural Burkina Faso? World Development, 111, 130–147.
Begum, S., Ashfaq, M., **a, E., & Awan, U. (2022). Does green transformational leadership lead to green innovation? The role of green thinking and creative process engagement. Business Strategy and the Environment, 31(1), 580–597.
Begum, S., **a, E., Ali, F., Awan, U., & Ashfaq, M. (2021). Achieving green product and process innovation through green leadership and creative engagement in manufacturing. Journal of Manufacturing Technology Management. https://doi.org/10.1108/JMTM-01-2021-0003
Beshir, H., Emana, B., Kassa, B., & Haji, J. (2012). Determinants of chemical fertilizer technology adoption in North eastern highlands of Ethiopia: The double hurdle approach. Journal of Research in Economics and International Finance, 1(2), 39–49.
Borch, K. (2007). Emerging technologies in favour of sustainable agriculture. Futures, 39(9), 1045–1066.
Burnett, E., Wilson, R. S., Heeren, A., et al. (2018). Farmer adoption of cover crops in the western Lake Erie basin. Journal of Soil and Water Conservation, 73(2), 143–155.
Cao, H., Li, F., Zhao, K., Qian, C., & **ang, T. (2022). From value perception to behavioural intention: Study of Chinese smallholders’ pro-environmental agricultural practices. Journal of Environmental Management, 315, 115179.
Carfora, V., Buscicchio, G., & Catellani, P. (2021). Integrating personal and pro-environmental motives to explain italian women’ s purchase of sustainable clothing. Sustainability, 13(19), 10841.
Chen, W. H., Chen, J. C., Xu, D. Y., Liu, J. C., & Niu, N. N. (2017). Assessment of the practices and contributions of China’ s green industry to the socio-economic development. Journal of Cleaner Production, 153, 648e656.
Cheng, C., & Yang, M. (2019). Creative process engagement and new product performance: The role of new product development speed and leadership encouragement of creativity. Journal of Business Research, 99, 215–225.
Cheng, H., Rui, Q., Yu, K., Li, X., & Liu, J. (2022). Exploring the influencing paths of villagers’ participation in the creation of micro-landscapes: An integrative model of theory of planned behavior and norm activation theory. Frontiers in Psychology, 13, 862109.
Chin, W.W. (1998). Commentary: Issues and opinion on structural equation modeling. MIS quarterly, vii-xvi.
Clark, M. A., Domingo, N. G., Colgan, K., Thakrar, S. K., Tilman, D., Lynch, J., Azevedo, I. L., & Hill, J. D. (2020). Global food system emissions could preclude achieving the 1.5 degrees and 2 degrees C climate change targets. Science, 370, 705–708.
Coderoni, S., & Vanino, S. (2022). The farm-by-farm relationship among carbon productivity and economic performance of agriculture. Science of the Total Environment, 819, 153103.
Cumberland, W. G., & Royall, R. M. (1988). Does simple random sampling provide adequate balance? Journal of the Royal Statistical Society, 50(1), 118–124.
Damalas, C. A. (2021). Farmers’ intention to reduce pesticide use: The role of perceived risk of loss in the model of the planned behavior theory. Environmental Science and Pollution Research, 28(26), 35278–35285.
De Dominicis, S., Schultz, P. W., & Bonaiuto, M. (2017). Protecting the environment for selfinterested reasons: Altruism is not the only pathway to sustainability. Frontiers in Psychology, 8, 1065.
Delaroche, M. (2020). Adoption of conservation practices: What have we learned from two decades of social-psychological approaches? Current Opinion in Environmental Sustainability, 45, 25–35.
Fang, G. C., Tian, L. X., Fu, M., Sun, M., Du, R. J., Lu, L. X., & He, Y. (2017). The effect of energy construction adjustment on the dyVBNical evolution of energy-saving and emission-reduction system in China. Applied Energy, 196, 180–189.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(August), 382–388.
Gao, Y., Zhao, D., Yu, L., & Yang, H. (2020). Influence of a new agricultural technology extension mode on farmers’ technology adoption behavior in China. Journal of Rural Study, 76(4), 173–183.
Gefen, D., Rigdon, E. E., Straub, D., Quarterly, S. M. I. S., & June, N. (2019). An update and extension to SEM guidelines for administrative and social science research. MIS Quarterly, 35, 3–14.
Gkargkavouzi, A., Halkos, G., & Matsiori, S. (2019). Environmental behavior in a private-sphere context: Integrating theories of planned behavior and value belief norm, self-identity and habit. Resources, Conservation and Recycling, 148, 145–156.
Goh, E., Ritchie, B., & Wang, J. (2017). Non-compliance in national parks: An extension of the theory of planned behavior model with pro-environmental values. Tourism Management, 59, 123–127.
Guan, X. L., Ma, W. L., Zhang, J. B., & Feng, X. L. (2021). Understanding the extent to which farmers are capable of mitigating climate change: A carbon capability perspective. Journal of Cleaner Production, 325, 129351.
Guo, H. D., Zhang, L., & Zhu, L. W. (2015). Earth observation big data for climate change research. Advances in Climate Change Research, 6(2), 108–117.
Guo, L., Li, H., Cao, X., Cao, A., & Huang, M. (2021). Effect of agricultural subsidies on the use of chemical fertilizer. Journal of Environmental Management., 299, 113621.
Gupta, R. (2014). Low-hanging fruit in black carbon mitigation: Crop residue burning in South Asia. Climate Change Economics, 5(04), 1450012.
Gütschow, J., Jeffery, M. L., Gieseke, R., Gebel, R., Stevens, D., Krapp, M., & Rocha, M. (2016). The PRIMAP-hist national historical emissions time series. Earth System Science Data, 8, 571–603.
Han, H. (2015). Travelers’ pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior. Tourism Management, 47, 164–177.
Hansla, A., Gamble, A., Juliusson, J., & Gärling, T. (2008). The relationships between awareness of consequences, environmental concern, and value orientations. Journal of Environmental Psychology, 28(1), 1–9.
He, Z., Jiang, Y., & He, M. (2019). Study on urban low carbon travel choice based on TPB and VBN integration model. Journal of Arid Land Resources and Environment, 33(04), 89–95.
Hou, J., & Hou, B. (2019). Farmers’ adoption of low-carbon agriculture in China: An extended theory of the planned behavior model. Sustainability, 11(5), 1399.
Houensou, D. A., Goudjo, G. G., & Senou, M. M. (2021). Access to finance and difference in family farm productivity in Benin: Evidence from small farms. Scientific African, 13, e00940.
Howley, P., Buckley, C., Donoghue, C. O., & Ryan, M. (2015). Explaining the economic ‘irrationality’ of farmers’ land use behaviour: The role of productivist attitudes and non-pecuniary benefits. Ecological Economics, 109, 186–193.
Huang, X., Xu, X., & Wang, Q. (2019). Assessment of agricultural carbon emissions and their spatiotemporal changes in China, 1997–2016. International Journal of Environmental Research and Public Health, 16(17), 3105.
Kaiser, F. G., Hu, B. G., & Bogner, F. X. (2005). Contrasting the theory of planned behavior with the value-belief-norm model in explaining conservation behavior. Journal of Applied Social Psychology, 35, 2150–2170.
Khanal, S., Pokhrel, R. P., Pokharel, B., Becker, S., Giri, B., Adhikari, L., & LaPlante, M. D. (2022). An episode of transboundary air pollution in the central Himalayas during agricultural residue burning season in North India. Atmospheric Pollution Research, 13(1), 101270.
Li, L., Gu, Y., Ge, X. Q., Yang, Y. M., Cai, H., Hang, J. P., & Zhang, J. (2018). Exploring the residents’ intention to separate MSW in Bei**g and understanding the reasons: An explanation by extended VBN theory. Sustainable Cities and Society, 37, 637–648.
Liu, M., & Yang, L. (2021). Spatial pattern of China’s agricultural carbon emission performance. Ecological Indicators, 133, 108345.
Ma, J., Hipel, K. W., Hanson, M. L., Cai, X., & Liu, Y. (2018). An analysis of influencing factors on municipal solid waste source-separated collection behavior in Guilin, China by using the theory of planned behavior. Sustainable Cities and Society, 37, 336–343.
Matejko, M. J., Dore, A., Hall, J., Dore, C., Błaś, M., Kryza, M., Smith, R., & Fowler, D. (2009). The influence of long term trends in pollutant emissions on deposition of sulphur and nitrogen and exceedance of critical loads in the United Kingdom. Environmental Science & Policy, 12(7), 882–896.
Mi, Z. F., Guan, D. B., Liu, Z., Liu, J. R., Viguiég, V., NeilFromer, N., & Wang, Y. T. (2018). Cities: The core of climate change mitigation. Journal of Cleaner Production, 207, 582–589.
Ministry of Agriculture and Rural China. (2021). Joint issuance of the ‘14th Five-Year’ National Agricultural Green Development Plan by the Ministry of Agriculture and Rural Affairs and other six departments’.
Mukherjee, A., & Muga, H. (2010). An integrative framework for studying sustainable practices and its adoption in the AEC industry: A case study. Journal of Engineering and Technology Management, 27(3–4), 197–214.
Munerah, S., Koay, K. Y., & Thambiah, S. (2021). Factors influencing non-green consumers’ purchase intention: A partial least squares structural equation modelling (PLS-SEM) approach. Journal of Cleaner Production, 280, 124192.
Newton, P., Gomez, A. E. A., Jung, S., Kelly, T., Mendes, T. D. A., Rasmussen, L. V., Reis, J. C. D., Rodrigues, R. D. A. R., Tipper, R., van der Horst, D., & Watkins, C. (2016). Overcoming barriers to low carbon agriculture and Forest restoration in Brazil: The rural sustentavel project. World Development Perspectives, 4, 5–7.
Pan, D., Kong, F., Zhang, N., & Ying, R. (2017). Knowledge training and the change of fertilizer use intensity: Evidence from wheat farmers in China. Journal of Environmental Management, 197, 130–139.
Pandey, U., & Singh, S. (2021). Environmental performance evaluation of European farms by assessing polluting factors in joint production. Journal of Cleaner Production, 328, 129457.
Piao, R. S., Silva, V. L., Aguila, I., & Jim´enez, J. (2021). Green growth and agriculture in Brazil. Sustainability, 13, 1162.
Pleeging, E., van Exel, J., Burger, M., & Stavropoulos, S. (2021). Hope for the future and willingness to pay for sustainable energy. Ecological Economics, 181, 106900.
Prastiyo, S. E., & Hardyastuti, S. (2020). How agriculture, manufacture, and urbanization induced carbon emission? The case of Indonesia. Environmental Science and Pollution Research, 2020(27), 42092–42103.
Razzaghi, B. F., & Mirtorabi, M. S. (2021). Modeling the intention to adoption conservation agriculture technologies based on TPB model. Environmental Education and Sustainable Development, 9(3), 63–80.
Ren, C., Liu, S., Van, G. H., Reis, S., **, S., Liu, H., & Gu, B. (2019). The impact of farm size on agricultural sustainability. Journal of Cleaner Production, 220, 357–367.
Rezaei, R., Safa, L., Damalas, C. A., & Mahdi, G. M. (2019). Drivers of farmers’ intention to use integrated pest management: Integrating theory of planned behavior and norm activation model. Environmental Management, 236, 328–339.
Rosenzweig, C., Mbow, C., Barioni, L. G., Benton, T. G., Herrero, M., Krishnapillai, M., Liwenga, E. T., Pradhan, P., Rivera-Ferre, M. G., Sapkota, T., et al. (2020). Climate change responses benefit from a global food system approach. Nature Food, 1(2), 94–97.
Ruepert, A. M., Kebzer, K., & Steg, L. (2017). The relationship between corporate environmental responsibility, employees’ biospheric values and pro-environmental behavior at work. Journal of Environmental Psychology, 54, 65–78.
Sa, J. C. D. M., Lal, R., Cerri, C. C., Lorenz, K., Hungria, M., & de Faccio Carvalho, P. C. (2017). Lowcarbon agriculture in South America to mitigate global climate change and advance food security. Environment International, 98, 102–112.
Sánchez, M., L’opez-Mosquera, N., Lera-L’opez, F., & Faulin, J. (2018). An extended Planned behavior Model to explain the willingness to pay to reduce noise pollution in road transportation. Journal of Cleaner Production, 177, 144–154.
Sánchez-García, M., Zouaghi, F., Lera-López, F., et al. (2021). An extended behavior model for explaining the willingness to pay to reduce the air pollution in road transportation. Journal of Cleaner Production, 314, 128134.
Savari, M., Abdeshahi, A., Gharechaee, H., & Nasrollahiand, O. (2021). Explaining farmers’response to water crisis through theory of the norm activation model: Evidence from Iran. International Journal of Disaster Risk Reduction, 60, 102284.
Savari, M., & Gharechaee, H. (2020). Application of the extended theory of planned behavior to predict Iranian farmers ‘ intention for safe use of chemical fertilizers. Journal of Cleaner Production, 263, 121512.
Shen, J., Zheng, D., Zhang, X., & Qu, M. (2020). Investigating rural domestic waste sorting intentions based on an integrative framework of planned behavior theory and normative activation models: Evidence from Guanzhong basin, China. International Journal of Environmental Research and Public Health, 17(13), 4887.
Shen, Z. Y., Balezentis, T., Chen, X. L., & Valdmanis, V. (2018). Green growth and structural change in Chinese agricultural sector during 1997–2014. China Economic Review, 51, 839e6.
Shi, H., Fan, J., & Zhao, D. (2017). Predicting household PM2. 5-reduction behavior in Chinese urban areas: An integrative model of theory of planned behavior and norm activation theory. Journal of Cleaner Production, 145, 64–73.
Shi, Q., & Lai, X. (2013). Identifying the underpin of green and low carbon technology innovation research: A literature review from 1994 to 2010. Technological Forecasting and Social Change, 80(5), 839–864.
Shikuku, K. M. (2019). Information exchange links, knowledge exposure, and adoption of agricultural technologies in northern Uganda. World Development, 115, 94–106.
Smith, W., Grant, B., Qi, Z. M., He, W. T., Qian, B. D., **g, Q., VanderZaag, A., Drury, C. F., Luced, M. F., & Wagner-Riddlee, C. (2020). Towards an improved methodology for modelling climate change impacts on crop** systems in cool climates. Science of the Total Environment, 728, 138845.
Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Human Ecology Review, 6, 81–97.
Stringer, L. C., Fraser, E. D., Harris, D., Lyon, C., Pereira, L., Ward, C. F., & Simelton, E. (2020). Adaptation and development pathways for different types of farmers. Environmental Science & Policy, 104, 174–189.
Tessema, Y., Asafu-Adjaye, J., Rodriguez, D., Mallawaarachchi, T., & Shiferaw, B. (2015). A bio-economic analysis of the benefits of conservation agriculture: The case of smallholder farmers in Adami Tulu district, Ethiopia. Ecological Economics, 120, 164–174.
Tian, Y., Li, B., & Zhang, J. B. (2011). Research on spatial temporal characteristics and factor decomposition of agricultural carbon emission based on input angle–taking Hubei province for example. Res. Agric. Mod., 32, 752–755.
Wang, T., Jim, H., Kasu, B. B., Jacquet, J., & Kumar, S. (2019). Soil conservation practice adoption in the northern Great Plains: Economic versus stewardship motivations. Journal of Agricultural and Resource Economics, 44, 404–421.
Wang, Y. J., Wang, N., & Huang, G. Q. (2022). How do rural households accept straw returning in Northeast China? Resources. Conservation and Recycling, 182, 106287.
Xue, Y. H., Guo, J. B., Li, C., Xu, X. B., Sun, Z. X., Xu, Z. Y., Feng, L. S., & Zhang, L. X. (2021). Influencing factors of farmers’ cognition on agricultural mulch film pollution in rural China. Science of the Total Environment, 787, 147702.
Yadav, R., Balaji, M. S., & Jebarajakirthy, C. (2019). How psychological and contextual factors contribute to travelers’ propensity to choose green hotels? International Journal of Hospitality Management, 77, 385–395.
Yang, H., Wang, X., & Bin, P. (2022b). Agriculture carbon-emission reduction and changing factors behind agricultural eco-efficiency growth in China. Journal of Cleaner Production, 334, 130193.
Yang, Q., Zhu, Y., & Wang, F. (2021). social media participation, low-carbon agricultural practices, and economic performance of banana farmers in Southern China. Frontiers in Psychology, 12, 790808–790808.
Yang, X., Zhou, X., & Deng, X. (2022a). Modeling farmers’ adoption of low-carbon agricultural technology in Jianghan Plain, China: An examination of the theory of planned behavior. Technological Forecasting and Social Change, 180, 121726.
Zahedi, S., Batista-Foguet, J. M., & van Wunnik, L. (2019). Exploring the public’s willingness to reduce air pollution and greenhouse gas emissions from private road transport in Catalonia. Science of the Total Environment, 646, 850–861.
Zhang, B., Lai, K. H., Wang, B., & Wang, Z. (2019). From intention to action: How do personal attitudes, facilities accessibility, and government stimulus matter for household waste sorting? Journal of Environment Management, 233, 447–458.
Zhang, L., Ruiz-Menjivar, J., Luo, B., Liang, Z., & Swisher, M. E. (2020a). Predicting climate change mitigation and adaptation behaviors in agricultural production: A comparison of the theory of planned behavior and the value-belief-norm theory. Journal of Environmental Psychology, 68, 101408.
Zhang, S., Wang, H. Q., Bi, X. T., & Clift, R. (2021). Synthesis and assessment of a biogas-centred agricultural eco-industrial park in British Columbia. Journal of Cleaner Production, 321, 128767.
Zhang, X., Geng, G., & Sun, P. (2017). Determinants and implications of citizens’ environmental complaint in China: Integrating theory of planned behavior and norm activation model. Journal of Cleaner Production, 166, 148–156.
Zhang, X., Liu, H., & Lai, G. (2018). Relationship between scale farmer’s fertilizer application and carbon emission reduction and its route choice-Based on survey in Jiangxi Province. Jiangsu Agricultural Sciences, 46(06), 279–284.
Zhang, Y., **ao, C., & Zhou, G. (2020b). Willingness to pay a price premium for energysavings appliances: Role of perceived value and energy efficiency labeling. Journal of Cleaner Production, 242, 118555.
Zhao, D., & Zhou, H. (2021). Livelihoods, technological constraints, and low-carbon agricultural technology preferences of farmers: Analytical frameworks of technology adoption and farmer livelihoods. International Journal of Environmental Research and Public Health, 18(24), 13364.
Zhao, Z., Xue, Y., Geng, L., Xu, Y., & Meline, N. N. (2022). The influence of environmental values on consumer intentions to participate in agritourism—A model to extend TPB. Journal of Agricultural and Environmental Ethics, 35(3), 1–21.
Funding
This research is supported by the Bei**g Social Science Fund [20LLZZB047; 19YJB015] and Social Science Fund of Bei**g Education Commission [SM202010038014].
Author information
Authors and Affiliations
Contributions
CY involved in methodology, writing—original draft, investigation, data curation, software and conceptualization. YZ involved in investigation, methodology, data curation, and writing—original draft. YX involved in conceptualization, methodology, resources, supervision, project administration, and funding acquisition. JW involved in writing—original draft and writing—review and editing. XZ involved in investigation and data curation.
Corresponding author
Ethics declarations
Conflict of interest
The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Rights and permissions
Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.
About this article
Cite this article
Yang, C., Zhang, Y., Xue, Y. et al. Exploring differences of farmers’ intention to adopt agricultural low-carbon technologies: an application of TPB and VBN combination. Environ Dev Sustain (2024). https://doi.org/10.1007/s10668-023-04342-2
Received:
Accepted:
Published:
DOI: https://doi.org/10.1007/s10668-023-04342-2