From motivation to action: Exploring the triggering mechanism of digital transformation in farmer cooperatives

As a pivotal vehicle for upgrading the agricultural industry, farmer cooperatives play both a foundational and strategic role in advancing rural industrial revitalization through digital transformation. Drawing on the perspective of network embeddedness, this study analyzes the triggering mechanisms and operational logic underlying the digital transformation of 35 farmer cooperatives in Zhejiang Province, China. The findings reveal that digital transformation among farmer cooperatives follows a processual triggering logic of “motivation—conditions—path—performance.” Alleviating labor shortages and meeting market demand serve as key motivations for farmer cooperatives to embark on digital transformation. Under conditions of strong dynamic capabilities of responsible personnel and government support, these motivations translate into action. The pathway of gradual adaptive restructuring facilitates the effective application of digital technologies. Positive feedback on economic performance further strengthens the momentum for continuous transformation, while feedback on environmental and social performance improves the conditions for continuous transformation. This study not only elucidates the internal logic of digital transformation among farmer cooperatives but also offers theoretical and practical insights for optimizing policy design and accelerating agricultural digitalization.