Internet use shaped farmer adoption of integrated pest management in rural central China

This study examines the impact of internet use on farmers' adoption of integrated pest management (IPM) technology and investigates the underlying mechanisms. Based on micro-level survey data collected from 802 farm households across six prefecture-level regions in Hubei Province during January–February 2024, an endogenous switching probit model is employed within a counterfactual framework to estimate both direct and indirect effects. The findings indicate that: (1) among current internet users, the probability of adopting IPM would decline by 28.2 percentage if they ceased using the internet, whereas for current non-users, initiating internet use would increase initial adoption probability by 33.2 percentage; (2) regarding willingness for continued IPM use, for farmers who currently adopt IPM practices, discontinuing internet use would reduce the likelihood of continued adoption by 15.5 percentage, while for non-users, commencing internet use would increase this likelihood by 22.1 percentage; (3) internet use influences IPM adoption indirectly by enhancing farmers' capacity for information acquisition and improving access to technology, accounting for 11.5 and 13.66% of the total effect, respectively. Policy recommendations include expanding internet infrastructure in rural areas, offering practical training in internet use, reinforcing IPM extension services, and developing accessible online platforms to facilitate interactions between farmers and technical experts. This work links digital tools to agroecology and ecosystem services and supports a shift to sustainable food systems.