The purpose of this paper is to examine the effects of media and social network in the development of farmers land consolidation (LC) awareness, perception and adaptation intention decisions.
A face-to-face interview was carried out with randomly selected farmers from three districts (Neijiang, Ya’an and Dujiangyan) of Sichuan province, China. A structural equation modeling (SEM) technique was used to test the conceptual framework of this study. The SEM was set to confirmatory factor analysis of the measurement and structural models for maximum likelihood estimate by means of IBM-AMOS to capture the models goodness-of-fit.
The result indicates that social network contributes a significant role in the development of farmers LC awareness, perception and adaptation intention decisions than media. The total (direct and indirect) effect of social network and media toward the farmers LC adaptation intention is 56.7 and 14 percent, respectively. When farmers are aware and perceived of LC and rehabilitation program, their adaptation intention improves significantly. Therefore, social network is a useful tool in improving the awareness, perception and adaptation intention decisions of Sichuan farmers compared to media.
This study tests the applicability of SEM techniques to understand the farmers LC adaptation intentions; and synthesizes the impact of social network and media in the development of the farmers LC awareness, perception as well as adaptation intentions. This study serves as an outline for assessing the adaptation intention of farmers toward sustainable land management.
Gessesse, A.T., Li, H., He, G. and Berhe, A.A. (2018), "Study on farmers land consolidation adaptation intention: A structural equation modeling approach, the case of Sichuan province, China", China Agricultural Economic Review, Vol. 10 No. 4, pp. 666-682. https://doi.org/10.1108/CAER-09-2016-0142
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