This paper attempts to address a recurring theme in agricultural resources and environmental economics – the low adoption rates of pro-environmental agricultural practices in many developing countries. By improving the Norm-activation model, this paper incorporates external incentives and social norms into the framework and employs multivariate probit and ordered probit models to explore how environmental conscience, external incentives and social norms influence rice farmers’ adoption behaviours and intensive use of pro-environmental agricultural practices. The case study, involving 954 household-level data of rice farmers from rural Hubei province, China, reveals that the adoption rates of certain practices are very low, and that only 6.5% rice farmers adopt three or more pro-environmental agricultural practices. Results show that straw returning and soil testing and fertilizer recommendation are complementaries, and that environmental conscience, external incentives and social norms all positively affect the adoption behaviours, while the adoption intensity is significantly influenced by awareness of consequences, perceived efficacy, external incentives and descriptive norm. These findings underscore that policy interventions to improve rice farmers’ environmental conscience, to provide well-designed external incentives and to activate social norms are needed to enhance the adoption of pro-environmental agricultural practices in developing countries. GRAPHICAL ABSTRACT

Over the past decade, crop residue burning after harvest is prevalent in developing countries. Promoting crop residue retention to replace residue burning is effective in improving air quality and contributing to the mitigation of global climate change. This study examines farmers’ continuance intention of crop residue retention, using the expectation confirmation model (ECM) and survey data from 542 rice farmers in Hubei Province, P.R. The results show that farmers’ perceived usefulness, confirmation, perceived ease of use, and satisfaction significantly have direct or indirect positive impacts on their continuance intention on adopting crop residue retention. In particular, perceived ease of use contributes the most. Perceived usefulness and perceived ease of use act as intermediaries in the relationship between confirmation and farmers’ continuance intention to residue retention. This study provides a valuable governance reference and scientific basis for the government to adjust and improve existing policies, including how to stimulate farmers to continue to adopt agricultural waste treatment technologies such as residue retention.