Influence mechanism of farmers’ new technology cognition on pro-environmental behavior—A case study of farmers’ application of biological pesticide

With the aggravation of agricultural environmental pollution，the implementation of farmers’ environmental behavior is a key measure to control agricultural pollution from the source. We studied the influence mechanism of farmers’ new technology cognition on pro-environment behavior，and constructed a structural equation model，based on the theory of planned behavior and 801 vegetable field investigation in nine counties of Jiangsu，Anhui，Shandong provinces. The results showed that，farmers’cognition had significant effect on proenvironmental behavior on new technologies，the cognition of a new technology ultimately influenced farmers’ pro-environmental behavior by farmers’ pro-environmental attitudes，subjective constraints and sense of control environment. The results also showed that the effect was more significantly in male，younger，relatively low education and low income groups than female，older，high-education，high-income groups on pro-environmental behavior .