Evaluating the impact of peer effects and social trust on water-saving irrigation technology adoption by watermelon growers: a case study of two provinces in the Yellow River irrigation region, China

Introduction Excessive use of water resources has resulted in severe soil erosion in China’s Yellow River irrigation region, posing a critical constraint on ecological restoration and sustainable agricultural development. Enhancing the adoption rate of water-saving irrigation technologies and promoting rational water use remain pressing challenges. Methods Drawing upon perspectives from sociology and behavioral economics, this study elucidates the mechanisms through which peer effects and social trust influence farmers’ adoption of water-saving irrigation technologies. Empirical analysis is based on survey data from 716 households in major fruit-producing areas of Shaanxi and Shanxi provinces, collected in 2020. Results (1) Peer effects significantly facilitate the adoption of water-saving irrigation technologies, increasing the probability and intensity of adoption by 15 and 9.23%, respectively. (2) Among the dimensions of social trust, interpersonal trust exerts a statistically significant positive influence on adoption behavior, raising the probability and intensity of adoption by approximately 6 and 4.46%, respectively. Institutional trust increases the likelihood of adoption by 3.56%. (3) A complementary relationship exists between peer effects and interpersonal trust in shaping farmers’ adoption behaviors, whereas peer effects and institutional trust demonstrate a substitutive relationship in influencing both the adoption and its intensity. (4) Peer effects and institutional trust exhibit functional homogeneity, both contributing to increased adoption by reducing the perceived difficulty of accessing relevant technologies. Discussion and insights Based on these findings, the study suggests leveraging peer effects in the diffusion of agricultural technologies, promoting model farmers to strengthen intergroup trust, expanding opportunities for mutual assistance and collaboration, and optimizing information dissemination channels. These strategies aim to enhance farmers’ adoption of water-saving irrigation technologies, thereby contributing to ecological improvement and enhanced efficiency in agricultural water use.