Using the Extended Theory of Planned Behavior to Explore the Effect of Farmer Differentiation on Their Intention to Revitalize Idle Homesteads: Empirical Evidence from Shaanxi, China

The revitalization of idle homesteads is an essential element in stimulating rural land resources and assets and promoting the integrated development of urban and rural areas. However, existing studies have paid less attention to the relationship between the differentiation of farm households and revitalization intention. Therefore, exploring the relationship between farmer differentiation and revitalization intention has become the key to improving the revitalization intention. The differentiation of farmers in the process of urbanization is an important factor affecting the intention of farmers to revitalize idle homesteads. This study defines “farmer differentiation” as a second-order factor and is based on the theoretical analysis framework of “farmer differentiation (FD)–farmer cognition (FC)–revitalization intention (RI)” to systematically reveal the relationship between FD and RI with a multi-dimensional perspective. At the same time, we analyze the mediating role of FC in the relationship between FD and RI. The data collected from 881 Shaanxi, China, farmers are analyzed through structural equation modeling (SEM). The results of the study show that (1) The dimensions of farmer differentiation (FD) are wealth capital differentiation (WCD) and reputation capital differentiation (RCD). (2) The formation of farmers’ intention to revitalize follows the logical relationship of “FC–RI” in the Extended Theory of Planned Behavior (ETPB), and subjective norms (SN) are the critical factor. (3) The logical relationship of “FD–FC–RI” in the ETPB has been confirmed. In addition to the direct positive effect of the WCD and RCD on farmers’ intention to revitalize idle homesteads, WCD will indirectly affect RI through the four sub-dimensions of behavioral attitudes (BA), subjective norms (SN), perceived behavioral control (PBC) and homestead dependence (HD) under the FC conception. Meanwhile, the chain mediating role of the WCD and FC sub-dimensions in the RCD effect on the intention to revitalize cannot be ignored. Therefore, to increase farmers’ intention to revitalize Idle homesteads, policymakers need to focus on increasing WCD and RCD and helping farmers establish proactive FC.