Impact of interactions within online village-affair communities on farmers’ straw return behavior in China

Purpose This paper develops a framework from the information-based adoption decision perspective and studies the impact of farmers’ interaction within online village-affair communities (IOVCs) on their straw return behavior (SRB). It examines the mechanism of technological perception and discusses whether its effect differs between different levels of mechanization or degrees of pests and diseases. Design/methodology/approach Using micro-survey data from the 2020 China Rural Revitalization Survey on farmers in 10 provinces in China, this paper estimates the relationship between IOVCs and farmers’ SRB; analyses the mechanical role of technological perception. In addition, the paper explores the “technological boundaries” of farmers’ SRB caused by different levels of mechanization and degrees of pests and diseases. Findings Our empirical results show that farmers’ IOVCs significantly promote their SRB via the core mechanism of technology perception. Furthermore, considering technological boundaries, farmers with high level of mechanization or in regions with low degree of pests and diseases are more likely to be involved in SRB. Originality/value Digital information of technology or social interactions can promote farmers’ SRB. However, the effect of IOVCs on SRB has been under-analyzed. This paper provides novel insight into the interplay between rural digital governance and sustainable technology adoption in middle-income and low-income countries. It emphasizes that, to encourage farmers’ SRB and improving soil fertility with digital governance, the government needs to continue strengthening rural digital infrastructure, using digital social media to carry out training activities or extensions about straw return, and promoting mechanized services for agricultural production.