Can internet use promote farmers’ diversity in green production technology adoption? Empirical evidence from rural China

Agricultural non-point source pollution significantly threatens global ecosystems and sustainable agricultural development. Adopting diversified green production technologies is recognized as a key approach to mitigating agricultural pollution and promoting sustainability. Internet use (IU) has become essential for promoting farmers’ diversity in green production technology adoption (DIGPTA) and mitigating agricultural non-point source pollution. Although many studies have analyzed the impact of IU on agricultural green production technologies, the relationship between IU and farmers’ DIGPTA remains poorly understood. In particular, the mechanism by which IU influences farmers’ DIGPTA remains unclear. Based on the micro-survey data from the China Land Economy Survey (CLES) conducted between 2020 and 2022, this study employs the IV-Tobit model to investigate how IU affects farmers’ DIGPTA and its underlying mechanisms. The findings indicate that: (1) IU is significantly correlated with farmers’ DIGPTA. Farmers’ DIGPTA increases by 53.10% as IU increases by one unit. (2) When grouped by generational differences, IU substantially influences the DIGPTA of new-generation farmers. (3) IU enhances farmers’ DIGPTA by influencing their decision-making preferences, environmental awareness, and diversification risk perception. The mediating effects of decision-making preferences, environmental awareness, and diversification risk perception on farmers’ DIGPTA are 11.90%, 6.79%, and 16.84%, respectively. These findings have important implications for addressing agricultural non-point source pollution and promoting sustainable agricultural development.