Internet Use, Subjective Well-Being, and Environmentally Friendly Practices in Rural China: An Empirical Analysis

Expanding internet connectivity to rural areas requires a comprehensive understanding of the influence path among internet usage, subjective well-being (SWB), and environmentally friendly agricultural practices (EAPs) of farmers. This study aimed to analyze the direct and indirect effects of internet use by employing structural equation modeling. Farmers with improved internet access adopted more EAPs, resulting in output loss (EAPOs) and increased time investment (EAPTs). However, increased internet function utilization negatively affected EAPs involving additional expenses (EAPEs). Although SWB increased EAP engagement, income satisfaction could decrease EAPEs and EAPTs. The impact of internet use on SWB initially increased but later declined with increased internet usage, indirectly affecting EAPs. This may strengthen the positive total effect or alleviate the negative total effect. Young individuals, higher-income households, educated individuals, and members of the Communist Party of China (CPC) were more inclined to adopt EAPs, as they helped mitigate the adverse influence of negative online information and enhance overall well-being. Consequently, it is imperative to provide internet usage education and training, utilize more internet features, including e-commerce or microcredit, to incentivize EAP adoption, address and alleviate negative emotions from the internet promptly, prioritize providing education to young rural residents, and empower CPC members in advocating for sustainable practices.