How does internet use promote joint adoption of sustainable agricultural practices? Evidence from rice farmers in China

Climate change and public health emergencies have severely threatened world food security. In response, the Chinese government has actively promoted sustainable agricultural practices (SAPs) and emphasized the importance of integrated packages to enhance the development of high-quality agriculture. However, due to information failure, farmers’ adoption rate of SAPs is still very low. Meanwhile, internet use can effectively reduce the cost of information barriers and catalyze farmers to promote the joint adoption of SAPs. This paper aims to theoretically elucidate the logic of how internet use impacts farmers’ joint adoption of SAPs. Empirical analysis based on data from 844 rice farmers in southern China reveals that internet use can significantly promote the joint adoption of SAPs, and adoption behaviours are complementary across multiple technologies. Furthermore, internet use in the group of rice farmers with more farmlands or those receiving subsidies is more inclined to adopt SAPs jointly. These findings suggest that developing countries should prioritize public investment in rural internet infrastructure to facilitate joint adoption of SAPs through farmers’ internet use. The moderate scale of farmland usage and targeted agricultural subsidy policies can further enhance the effectiveness of ICT-based joint adoption of SAPs.