Information Acquisition and Green Technology Adoption Among Chinese Farmers: Mediation by Perceived Usefulness and Moderation by Digital Skills

Abstract

Based on cross-sectional survey data from 574 grain farmers in Hebei Province, China, this study systematically analyzed, using an ordered Logit model and Bootstrap mediation effect tests, the mechanism by which information acquisition influences farmers’ adoption of green production technologies. The results showed that the diversity of information acquisition channels, content quality, and source credibility were all significantly and positively correlated with the degree of technology adoption, with content quality exhibiting the strongest correlation. Perceived usefulness played a partial mediating role between information acquisition and adoption behavior. Digital skills significantly and positively moderated the path through which information acquisition affects technology adoption—farmers with higher digital skills were more adept at converting information into technical knowledge and practices. Further heterogeneity analysis revealed that farmers with high digital skills in plain areas benefited more noticeably from information acquisition. Therefore, it is recommended that county-level agricultural technology extension centers take the lead in developing visualized technical materials to improve the quality of information content; conduct special digital skills training for elderly farmers to enhance their ability to acquire and identify information; and in regional practices, implement the supporting service of “targeted information & high-standard farmland” in plain areas while establishing a “technology demonstration household” dissemination network in mountainous areas. These measures will collectively form a differentiated and implementable technology promotion system, providing a feasible, practical path for advancing agricultural green transformation.