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The unsustainability of China’s agricultural production requires an urgent shift from traditional to more sustainable practices; however, the acceleration thereof remains challenging. New agricultural business entities (NABEs) lead agricultural modernization and strongly guide the application of innovative agricultural technologies and models. Thus, an understanding of the factors that influence NABEs’ adoption of sustainable intensification practices will promote their widespread adoption. We developed a model based on innovation diffusion theory and the technology–organization–environment framework, which can both distinguish the influencing factors at different adoption stages and identify the influencing factors of technology adoption from a multidimensional perspective. The results indicate that differences in regional agroecological endowments emerge as the most important influencing factor. Relative advantage, perceived barriers, and agricultural extension services have a significant effect on adoption intention and decision, but a smaller effect on intention. Management and risk response capacities have a significant positive effect on adoption decisions, but no effect on intention. Meanwhile, organizational size has no effect on adoption intention or decision. Adoption intention significantly positively influences, but only partially explains, adoption decisions. Our findings provide a basis for technology promoters to categorize potential adopters by technology adoption stage and provide targeted strategies to stimulate technology demand.

agronomy

Factors Affecting New Agricultural Business Entities’ Adoption of Sustainable Intensification Practices in China: Evidence from the Main Apple-Producing Areas in the Loess Plateau