Internet Usage, Business Scale and Adoption Behavior of Green Production Technologies by Professional Rice Farmers: Adjustment Effect Based on Intergenerational Family

Based on the survey data of vocational professional rice farmers in Jiangxi Province, this paper analyzed the impact of internet usage and business scale on the adoption of green production technology by professional rice farmers, and discussed the moderating effect of the respondents’ families from generation to generation. The results showed that: (1) Internet usage significantly and positively affected the adoption of green production technology by professional rice farmers; (2) The scale of operation had a significant promoting effect on the adoption of green production technology by professional rice farmers; (3) Intergenerational family played a suppressive moderating role in the significant positive impact of business scale on the adoption behavior of green production technology in vocational agriculture and rice production. Therefore, it was suggested to strengthen the popularization of internet technology and promote the upgrading of agricultural green production technology; Encourage moderate scale operation of food and agriculture, and vigorously support large-scale grain growers; Building a family agriculture service platform and innovating intergenerational differentiated business models.