The impact of internet use and cognitive conflict on farmer IPM technology adoption: evidence from China.

Background: Integrated pest management (IPM) plays a crucial role in protecting agricultural environments and enhancing the quality of agricultural products. However, a major challenge in China is the conflicting understanding of IPM among farmers, leading to low adoption rates. This undermines farmers' ability to control pests and diseases while increasing risks to agricultural quality and safety. This study aimed to investigate the impact of cognitive conflicts on farmers' adoption of IPM in kiwifruit farms in Shaanxi and Sichuan provinces. Additionally, the study explored the moderating role of internet use in the relationship between cognitive conflicts and farmer adoption of IPM. Data were collected from 686 kiwifruit farms through field surveys in 2018. The binary Probit model and moderating effect models were used to assess the influence of internet use and cognitive conflict on farmer adoption of IPM.

Results: The study found that cognitive conflicts significantly hindered farmers' adoption of IPM. Higher levels of cognitive conflict were associated with lower likelihoods of adopting IPM. Internet use and frequency had positive effects on farmer adoption of IPM, promoting its implementation. Moreover, internet use and frequency helped alleviate the inhibitory effect of cognitive conflicts on farmer adoption IPM.

Conclusion: This research enhances our understanding of cognitive conflicts among farmers when promoting IPM and provides viable strategies to improve the effectiveness of public sector promotion and stimulate farmers' willingness to adopt IPM. It emphasizes the importance of addressing cognitive conflicts and utilizing internet resources to enhance IPM adoption among kiwifruit growers in China. © 2024 Society of Chemical Industry.