The role of social interaction in farmers’ water-saving irrigation technology adoption: testing farmers’ interaction mechanisms

In rural areas, neighborly relationships are complex, and farmers' behaviors are largely influenced by neighborly interactions. The promotion of agricultural technologies should not overlook the social interactions between farmers. Based on survey data from farmers in Minqin, China, this paper explores the role of overall social interaction and its various dimensions in farmers' adoption of water-saving irrigation technology, focusing on the testing of three interactive mechanisms during the technology adoption process. The goal is to provide scientific policy suggestions for government when promoting agricultural technologies. The results show the following: social interaction promotes the adoption of water-saving irrigation technology among farmers; among the four dimensions of social interaction, the depth and frequency of social interaction facilitate the adoption of these technologies; social interaction promotes technology adoption through endogenous interaction mechanism, situational interaction mechanism, and social norm mechanism, with situational interaction mechanism and social norm mechanism playing a more significant role; social interaction has a stronger impact on farmers with longer farming experience and higher irrigation costs. Therefore, the government should emphasize the important role of social interaction in the adoption of agricultural technologies and accelerate the diffusion of these technologies through fostering technical exchanges among farmers, cultivating demonstration households, and implementing differentiated promotion strategies.