Can Digital Human Capital Promote Farmers’ Willingness to Engage in Green Production? Exploring the Role of Online Learning and Social Networks

The development of rural digitalization has become a key driving force for promoting green agricultural production. However, in practical operations, due to the insufficient digital skills and lack of necessary digital human capital among farmers, they struggle to distinguish between green production methods and traditional practices, which in turn reduces their willingness to adopt green production. This study employed empirical research methods to collect data from 854 farmers in China's largest grain-producing region and used the Probit model to analyze the impact of digital human capital on farmers' willingness to engage in green production. The results indicate that an increase in digital human capital can significantly enhance farmers' willingness to engage in green production. Additionally, it was found that online learning can enhance farmers' willingness towards green production, with informal online learning proving more effective. Further analysis revealed that social networks play a mediating role between digital human capital and farmers' willingness to engage in green production. The study also explored the heterogeneous impact of digital human capital on different groups of farmers, highlighting that increases in digital human capital have a more pronounced effect on the willingness of small-scale farmers and middle-aged farmers to engage in green production. Therefore, continuously enhancing digital human capital, emphasizing diverse learning channels, and leveraging 'acquaintance networks' to encourage farmers to improve their awareness of green production through digital platforms are critical for promoting sustainable green agriculture in developing countries.