Who cares what parents think or do? observational learning and experience-based learning through communication in rice farmers’ willingness to adopt sustainable agricultural technologies in hubei province, china

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Zeng, Yangmei (author), Zhang, Junbiao (author), He, Ke (author), and Cheng, Linlin (author)
    Format:
    Journal Article
    Publication Date:
    unknown
    URL:
    https://link.springer.com/article/10.1007/s11356-019-04609-0
    Published:
    Germany: Springer-Verlag
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205; Folder: +ACDC ACES Document Number: D12735
    Journal Title:
    Environmental Science and Pollution Research
    Journal Title Details:
    Online
    Subject Term:
    adoption behavior, communication education, communication research, learning, rice, sustainability, sustainable agriculture, adopting process, policy making, China, Hong Kong SAR (Eastern Asia), intergenerational, rice farmers, sustainable practices, Hubei, communication models, and experience-based learning
    Notes:
    15 pages, Sustainable agricultural technologies are of great significance in fully utilizing agricultural resources and promoting agricultural production. However, the adoption rates of these technologies are often characterized as low in rural areas in China. To figure out the potential salient determinants of rice farmers’ willingness to adopt sustainable agricultural technologies, this paper, by employing the multivariate probit model and ordered probit model, particularly and firstly explores the roles of observational learning and experience-based learning through communication from parents within the household on rice farmers’ willingness to adopt these technologies. Results show that there are strong complementarities and substitutabilities between sustainable agricultural technologies that rice farmers are willing to adopt, and that observational learning and experience-based learning through communication within the household do have pronounced effects on rice farmers’ willingness to adopt some sustainable agricultural technologies and on their intensive use intentions. Therefore, while formulating policies to improve the adoption rates and adoption intensity of these technologies, relevant government agencies should take the complementarities and substitutabilities between sustainable agricultural technologies as well as observational learning and experience-based learning through communication from parents into consideration.

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