Green fertilization technologies such as the formula fertilization technology and the water and fertilizer integration technology are important technologies to realize fertilizer reduction and replacement. To explore the willingness of farmers to adopt those technologies and its driving path, can help to improve soil quality and promote the sustainable development of agriculture. In this paper, trust is incorporated into the theoretical framework of motivation, opportunity, ability (MOA). Based on the questionnaire survey data of citrus farmers in Guangdong and Jiangxi provinces in China, the logical relationship of farmers’ willingness to adopt green fertilization technology is analyzed from four aspects of adoption motivation, adoption opportunity, ability (technical operation ability and ant risk ability), and trust by using a structural equation model. The results showed that adoption motivation, adoption opportunity, technical operation ability, and anti-risk ability had significant positive direct effects on adoption willingness, which were 0.610, 0.381, 0.491, and 0.297, respectively. Trust had an indirect effect, which was 0.191. From the results of cross-group analysis, it can be seen that farmers’ participation in organizations or contracts signed will strengthen the influence of adoption opportunity, technical operation ability and adoption motivation on adoption willingness. However, the influence of the anti-risk ability on adoption willingness was strengthened by the non-participation or non-contract peasant household groups.
Under the background of the structural reform on the agricultural supply side and the tightening of environmental protection policies, China’s agricultural industry is facing prominent problems such as low scale, poor mechanization level and serious ecological environment pollution, especially the scattered breeding behavior of small farmers in waterfowl breeding industry and in tobacco growing industry, which has a serious impact on the surrounding ecological environment. In this paper, based on the survey data of 184 waterfowl farmers and tobacco farmers in Jiangxi province and from the perspective of small farmers of waterfowl breeding and tobacco growing, the factors influencing small farmers’ behavior of improving their individual breeding environment and carrying out green ecological behavior are analyzed by using binary logistic regression model. It is concluded that the gender and age of farmers have a negative impact, while farmers’ education level, farmers’ concurrent employment, breeding technology training and government support have a significant positive impact on small farmers’ behavior of improving their individual breeding and planting environment. Finally, some suggestions are put forward, such as optimizing the production layout of waterfowl industry, improve green tobacco cultivation, constructing green ecological development system of waterfowl industry, popularizing green ecological breeding mode and strengthening policy support and supervision, with a view to improve the present situation of poor breeding environment and serious pollution of small farmers in China, promote the development and transformation of waterfowl industry and tobacco industry in China, and promote the sustainable development of ecological environment and ecological economy of waterfowl industry and tobacco industry in China.
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