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

The drive of the rural digital economy in agricultural development and the enhancement of agricultural net carbon efficiency are integral to ensuring the quality development of agricultural ecology. To better understand the impact of the digital economy on agricultural ecological quality, this paper utilizes panel data from 30 provinces (municipalities, autonomous regions) in China from 2013 to 2020 and employs the instrumental variable method to analyze the impact of digital economy development on agricultural net carbon efficiency. The results reveal that the advancement of the rural digital economy significantly enhances the net carbon efficiency of agriculture, and this finding remains robust even after substituting explanatory variables and excluding samples from direct-administered municipalities. Heterogeneity analysis indicates that the aforementioned impact is more pronounced in major grain-producing areas, regions with high agricultural industrial concentration, and areas with low government intervention. Further analysis reveals that the rural digital economy can enhance agricultural net carbon efficiency through two primary mechanisms: improving human capital and promoting technological progress. The conclusions of this study have significant implications for improving the level of rural digital economy development and optimizing agricultural net carbon efficiency.