Impact of different information sources on farmers’ adoption of organic fertilisers: The case of Funing watermelon farmers in China

Information sources (ISs) are crucial for enhancing green behaviour among farmers. However, few in-depth studies have been conducted on the differential effects of different ISs. This poses a challenge for the design of efficient information intervention strategies. This study designed an extended theoretical framework of planned behaviour to examine the differential effects of different ISs on farmers’ intentions to adopt organic fertilisers. Survey data from 361 Funing watermelon farmers in China were analysed using partial least squares structural equation modelling. The results showed that the utilisation of personal ISs (both formal and informal) had significant positive effects on intentions, whereas impersonal ISs did not play a significant role. Among these, personal informal ISs were the strongest informational determinant. Moreover, psychological factors played a key mediating role between ISs and intentions. Attitude was the strongest direct psychological factor, followed by perceived behavioural control and subjective norms. These findings provide theoretical and practical insights for policymakers to design targeted information interventions to promote the adoption of organic fertilisers by farmers. When relying on formal ISs, the Chinese government should focus on the role of informal ISs.