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Environmentally friendly technologies have long been recognized as a widespread phenomenon working within the functions and performance of farms. Farmer’s cooperative organization might profoundly foster the environmentally friendly technologies (EFT) and availing competitive advantage to the farmer. Illustrated by the natural-resource-based view of the farm (NRBV), this study examined the influence of organizational support, organizational norms, and organizational learning on adopting EFT and proposed a model quantifying the impacts of these approaches towards availing competitive capabilities (i.e., cost, quality, flexibility, and delivery). The framework is empirically endorsed by employing the partial least squares approach to structural equation modeling (PLS-SEM) with the help of a household survey from a spectrum of 292 farmers of 38 kiwifruit cooperatives of Meixian County, China, from August to September 2020. The findings demonstrate that organizational support, organizational norms, and organizational learning positively influence EFT. Moreover, the study found EFT positively impacts product cost, product quality, product delivery, and production flexibility. Interestingly, the relationship between the adoption of environmentally friendly technologies and the competitive capabilities of kiwifruit farmers of Meixian is positively significant. The study proposes several policy recommendations emphasizing the role of organizations in the form of farmer’s cooperatives in boosting farmers to engage in proenvironmental behavior and, therefore, shifting the trends of future research directions on the adoption of environmentally friendly technologies.

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Evaluations of the Roles of Organizational Support, Organizational Norms and Organizational Learning for Adopting Environmentally Friendly Technologies: A Case of Kiwifruit Farmers’ Cooperatives of Meixian, China