What Drives the Adoption of Agricultural Green Production Technologies? An Extension of TAM in Agriculture

Understanding farmers’ intentions to use agricultural green production technologies (AGPTs) is essential for reducing pollution. Drawing on the Technology Acceptance Model (TAM), this study analyzes impacts of government regulation and social network AGPTs adoption behavior. Field research 738 responses in China revealed that were positively related behavior, effects mediated by perceived usefulness, ease price value. Furthermore, we found risk perception moderated relationships between as well relationship value Implications theoretical understanding regulation, are discussed.