Influence of Natural Endowment of Scaled Rice Farms in Resource on Their Environment-Friendly Technology Adoption Behavior: Based on Analysis of Micro Data of South Jiangsu

To encourage scaled rice farms to adopt environment-friendly technology,influences of natural endowment in resources of scaled rice farms on their environment-friendly technology adoption behavior were empirically analyzed using the bivariate Probit model on the basis of the field investigation of 395 scaled rice farms in South Jiangsu. Results show that the endowment did influence the farms' behavior in adopting environment-friendly technology. Among the variables reflecting human and capital resource, age of a farmer was a factor that negatively affected his/her behavior. Among the variables reflecting social and economic resource, whether or not having joined in a farmers' professional cooperative, total agricultural income of a household, annual household income and proportion of non-agricultural income were all factors that might influence the behavior of a household. The influences of the first three factors were often positive, while that of the last was negative. And among the variables reflecting information resources, acquisition channel and type of technical information is a positive factor. Based on all these findings, it is recommended to set young farmers as target for extrapolation of environment-friendly technology, encourage them to take an active part in farmers' professional cooperatives, increase their agricultural income and broadening and enriching their access to information of agricultural technology.