Effect of digital multimedia on the adoption of agricultural green production technology among farmers in Liaoning Province, China

Abstract

AbstractAgricultural green production technology (AGPT) is essential for the sustainable development of agriculture, yet adoption rates among farmers are often low due to limited access to education and information. Based on the extended technology acceptance model, this study takes Liaoning, a major agricultural province in China, as a representative region to explore how digital multimedia influences the adoption of AGPT by farmers. The findings show that the perceived ease of use of these technologies significantly enhances farmers' intentions to adopt, while perceived risks detract from these intentions. Although digital multimedia effectively promotes AGPT by improving its perceived ease of use and usefulness, its role in mitigating perceived risks is minimal. Based on these results, we recommend that the government improve the quality of information on digital platforms by involving experts in the field and offer specific digital marketing training to potential users to increase the adoption of sustainable agricultural technologies.