Adoption of green production technologies by farmers through traditional and digital agro-technology promotion-An example of physical versus biological control technologies

Traditional and digital agro-technology promotion are two critical methods for disseminating agricultural technology information, which effectively encourages farmers to employ green production technologies. This paper empirically examines the effects of traditional and digital agro-technology promotion on the adoption of green production technologies by 619 apple producers in the primary apple production area of Guanzhong Plain, China, using micro-survey data. The study's findings suggest that both promotion models significantly influence the adoption of green production technologies by farmers. This conclusion remains valid after the instrumental variables approach and a series of robustness tests are implemented to address endogeneity concerns. The heterogeneity analysis revealed that the impact of the two promotion modes on the adoption behavior of green production technologies by farmers varied by scale. Specifically, digital agro-technology promotion had a greater impact on the adoption of physical control technologies by small-scale farmers, while traditional agro-technology promotion had a greater impact on the adoption of biological control technologies by large-scale households. In addition, the technological differences between traditional agrotechnology promotion and digital agrotechnology promotion result in clear complementary and substitution effects. The two modes of promotion have evident complementary effects for biological control technologies. The two modalities of promotion for physical control technologies exhibit complementary effects between social communication-type promotions and traditional agro-technology promotions, as well as substitution effects between short-video promotions and traditional agro-technology promotions.