Effects of Continuous Adoption of Artificial Intelligence Technology on the Behavior of Holders’ Farmland Quality Protection: The Role of Social Norms and Green Cognition

Abstract

The continuous adoption of artificial intelligence technology (CAAIT) has fully demonstrated its transformative roles in various fields, and it has effectively improved the economic benefits of agriculture in practical applications. However, sustainable agricultural development can only be achieved if economic and environmental benefits are reconciled. Then, it is necessary to explore whether CAAIT can provide valuable environmental benefits. Therefore, this paper uses AMOS 22.0 and SPSS 25.0 software, a hierarchical regression model, and bootstrapping to analyze the survey data of 522 farmers and finds that: (1) CAAIT is positively correlated with the behavior of holders’ farmland quality protection (BHFQP). (2) Social norms (SN) partially mediate the relationship between CAAIT and BHFQP. (3) Green cognition (GC) plays a negative intermediary role in the relationship between CAAIT and SN. (4) GC also moderates the mediating effect of SN in the relationship between CAAIT and BHFQP. This paper attempts to explore whether, how, and when CAAIT can affect BHFQP, providing new empirical research to improve holders’ farmland quality protection behavior.