Farmers’ Endowments, Technology Perception and Green Production Technology Adoption Behavior

The motivation of this paper is to explore the influence farmers’ endowments and technology perceptions on green production adoption behaviors. Based a survey 471 grain farmers in main grain-producing areas Shandong Province, Heckman model was used empirically analyze their behavior technologies, moderating effect perception relationship between two further investigated. study showed that: (1) More than half adopted more three only 11.5% did not adopt them. In terms structure, rate pest control highest at 67.7%, while moderate deep pine lowest 32.7%. structure should be optimized. (2) After controlling for sample selection bias, have significant positive ordinary least square regression overestimates by 8.5% compared with model. (3) Technology cognition can effectively promote adoption, which technology–economic higher that technology–environmental cognition. (4) There heterogeneity effects different subjects types. above findings provide an in-depth explanation activating endogenous drivers agriculture development.