Evaluating the roles of the farmer's cooperative for fostering environmentally friendly production technologies-a case of kiwi-fruit farmers in Meixian, China

The agricultural cooperative may significantly impact the adoption of environmentally friendly production technologies, which eventually help the farmers with better living standards and productivity. However, critical evaluation of how and to what extent the cooperative organization's participation leads the farmer's adoption of environmentally friendly technology (EFT) is relatively unclear. Thus, to critically explore the knowledge gap, the study evaluates the effects of cooperative participation towards adopting environmentally friendly production technologies based on the theory of planned behavior (TPB). The key variables used in the study have been extracted from an extensive literature investigation, while the empirical data has been collected from October to December 2020 from 292 kiwi-fruit farmers within the Shaanxi province of China. Simultaneously, the partial least square…