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 of structural equation modeling (PLS-SEM) tools has been utilized to craft the final assessment. The factor loadings of all three latent variables have been statistically significant and interrelated for quantifying the proposed model. The statistically proven framework portrayed that cooperative organizations' participation positively impacts and shapes behavioral factors and facilitates the adoption of environmentally friendly production technologies. The study found the social structure like China, the impacts of cooperation could be crucial. As cooperative participation is an ample predictor for facilitating environmentally friendly technologies, the government should broaden the technical supports, and agricultural extension should also provide extended training for a smooth transition of the cooperatives. •Cooperatives foster the adoption of Environmental Friendly Technologies.•The theory of planned behavior (TPB) has been used to trace the behavioral indicators.•In China, the technological transition becomes more dynamic and complex.•Farmer's attitude and subjective norm help facilitate the EFT adoption intention.•Perceived behavioral control and self-identity foster the EFT adoption intention.