Organizational support, market access, and farmers' adoption of agricultural green production technology: evidence from the main kiwifruit production areas in Shaanxi Province.

Industrial organizations play a crucial role in transforming the production and management practices of smallholder farmers, encouraging the adoption of environmentally friendly production methods. However, limited studies have conducted comprehensive research examining how these industrial organizations effectively encourage farmers to adopt green production technologies. To address this research gap, this study examines the influence of organizational support on the adoption of agricultural green production technologies among 645 kiwifruit farmers in Shaanxi Province, northwestern China, using cross-sectional survey data from 2022. In addition, this research explores the mechanisms and heterogeneity in this impact. In our analysis, we estimated Probit models and mediation effect models, which show a positive influence of organizational support on farmers' adoption of these technologies. Notably, both institutional support and tool support have a more pronounced positive effect on this adoption. The mechanism analysis shows that organizational support facilitates farmers' adoption of these agricultural green production technologies by expanding their access to high-value markets. Furthermore, when considering heterogeneity among farmers, the study finds that organizational support has the most significant impact on the adoption of these technologies among farmers operating at a moderate scale. Moreover, our research highlights a technology linkage effect in the adoption process. Specifically, organizational support has a positive and significant effect on the adoption of technologies like bagging, physical control, and soil testing formulas, while also having a positive but statistically insignificant impact on technologies such as pollution-free pesticides and organic fertilizer substitution. In conclusion, the study proposes to increase assistance to industrial organizations, to play an influential role in guiding and driving farmers.