The impact of social interaction and information acquisition on the adoption of soil and water conservation technology by farmers: Evidence from the Loess Plateau, China

The adoption of soil and water conservation (SWC) technology is a key strategy for reducing global land degradation and improving agricultural productivity. This study uses survey data from households in the Loess Plateau in 2017 to evaluate the impact of social interaction on the decision-making process of SWC adoption by farmers. It measures the mediating effect of information acquisition and the moderating effect of internet use and deploys the probit model, general decomposition (KHB) model, and moderated effect model for analysis. The study found that the level of SWC adoption by farmers in the Loess Plateau of China remains relatively low, with only 57.3% of farmers adopting SWC, whereas social interaction increases the possibility of farmers adopting SWC by 10.0%. Accordingly, the paper argues that social interaction can encourage farmers to adopt SWC by improving their ability to acquire information, while internet use can positively moderate the impact of social interaction on farmers' adoption of SWC. Furthermore, the study found the positive impact of social interaction on SWC adoption is more pronounced for farmers in larger villages and those who join cooperative societies. Therefore, the research results provide a new perspective for promoting SWC in China, emphasizing the importance of enhancing social interaction improving farmers' ability to acquire information, and accelerating internet use.