The impact of nutritional information intervention on farmers’ adoption of selenium-enriched agricultural crop cultivation techniques

Nutrient-enriched functional agriculture is identified as an effective economic approach to address hidden hunger. Using selenium-enriched rice as a case study, this paper employs experimental methods to investigate the impact of nutritional information intervention on farmers' willingness to adopt new crop varieties for nutrient enhancement. The analysis considers the moderating effects of value propositions, farm scale, and sources of nutritional information on this relationship. Results indicate that (1) nutritional information intervention significantly positively influences farmers' adoption willingness. (2) The relationship between nutritional information intervention and farmers' adoption willingness is not subject to the moderating influence of farmers' value orientation. (3) The relationship between nutritional information intervention and farmers' adoption willingness is moderated by farm scale. (4) The relationship between nutritional information intervention and farmers' adoption willingness is moderated by the source of nutritional information. In conclusion, it is recommended to strengthen nutritional information intervention.