Influence of the Use of Internet on Apple Growers′ Adoption of Green Production Technology

Based on the survey data of 612 apple growers′ samples in Shaanxi, Gansu and Shanxi Province, mediation model was used to empirically analyze the effects of the use of internet on apple growers′ adoption decisions and adoption intensity of green production technology.According to the possible role of the internet in the use process of apple farmers, the research divided the specific influence paths into three, which were risk perception path, information acquisition path and social interaction path, hoping to supplement the countermeasures and suggestions to improve farmers′ green production level under the background of internet by clarify the impact mechanism of internet application on farmers′ green production.The results showed that internet use had a significant positive impact on the decision and intensity of apple growers′ adoption of green production technology on the whole.The results of the divided path study showed that the three paths had a significant positive impact on the decision and degree of apple growers′ adoption of green production technology.Among them, in the apple growers′ adoption decision model, the path of ‘risk perception’ had the most significant effect on adoption decision, followed by the path of ‘information acquisition’.In the apple growers′ adoption degree model, the path of ‘information acquisition’ had the most significant effect, followed by the path of ‘risk perception’.The ‘social interaction’ path had less effect on adoption decision and adoption degree model.Based on the empirical results of this study, should realize the importance of the effective application of the internet for apple growers to adopt green production technology.