Social embeddedness and agricultural technology diffusion from the perspective of scale differentiation – a case study from China

Social embeddedness always plays important role in facilitating agricultural technology diffusion. However, China, dramatic changes have occurred the social of rural households transition from ‘acquaintance society’ to ‘semi-acquaintance society’. Could this be reason for debate over embeddedness? What are differences between farmers with different land scales? Based on survey data 583 Zhejiang Province, we used an endogenous switching regression model answer these questions. The results indicated there significant large- and small-scale households. Although influence adoption remains significant, its function is significantly small- large-scale farmers. To avoid technological lock-in farmers, government should strengthen information push expand coverage environmental-friendly subsidies them.