Sustainability, Vol. 11, Pages 6902: Roles of Motivation, Opportunity, Ability, and Trust in the Willingness of Farmers to Adopt Green Fertilization Techniques (Sustainability)

Green fertilization technologies such as the formula fertilization technology and the water and fertilizer integration technology are important technologies to realize fertilizer reduction and replacement. To explore the willingness of farmers to adopt those technologies and its driving path, can help to improve soil quality and promote the sustainable development of agriculture. In this paper, trust is incorporated into the theoretical framework of motivation, opportunity, ability (MOA). Based on the questionnaire survey data of citrus farmers in Guangdong and Jiangxi provinces in China, the logical relationship of farmers’ willingness to adopt green fertilization technology is analyzed from four aspects of adoption motivation, adoption opportunity, ability (technical operation ability and ant risk ability), and trust by using a structural equation model. The results showed that adoption motivation, adoption opportunity, technical operation ability, and anti-risk ability had significant positive direct effects on adoption willingness, which were 0.610, 0.381, 0.491, and 0.297, respectively. Trust had an indirect effect, which was 0.191. From the results of cross-group analysis, it can be seen that farmers’ participation in organizations or contracts signed will strengthen the influence of adoption opportunity, technical operation ability and adoption motivation on adoption willingness. However, the influence of the anti-risk ability on adoption willingness was strengthened by the non-participation or non-contract peasant household groups.