“…The transmission of intergroup information can make farmers feel the correct social norms and standards, enhance their motivation for behavior change ( Zhang et al, 2020 ; Zhao et al, 2021 ), and provide new knowledge and techniques that are acceptable to farmers, ultimately creating an atmosphere conducive to their behavior change ( Qin and Lv, 2020 ; Wu and Zhou, 2021 ; Shi and Zhang, 2022 ). In addition, by breaking through the barrier of information blockage through multiple channels of positive information, farmers not only help break the technical barrier of high cost and difficulty in mastering but also help reduce their risk perception of adopting new technology behavior ( Zhou et al, 2022 ), improve their perception of economic benefits, and promote positive behavioral motivation, which in turn drives farmers’ enthusiasm to adopt ecological farming behavior ( Mao et al, 2021 ; Wang et al, 2021b ). Moreover, farmers with higher perceptions of economic benefits and risk preferences are more motivated to engage in agricultural production, are happy to participate in new technology training activities and are more inclined to try new technologies with high returns and risks ( Wang et al, 2015 ; Yu et al, 2020b , 2021b ; Hu et al, 2022 ).…”