Renewable energy is absolutely necessary in order to stop the deterioration of the environment and to guarantee reliable access to environmentally friendly energy sources. Based on the conformity theory, logistic regression, propensity score matching, and stepwise regression are all used in the current study to investigate the mediating role of green intentions in the conformity tendencies of Chinese farmers’ adoption of renewable energy sources. This research was motivated by the notion of the dissemination of innovations as well as the technological adoption model, and it aims to shed light on how individuals are socialized and how green intentions mediate their conformity tendencies to adopt renewable energy sources. The results revealed that the average age of the farmers was 42 years, and they were primary school graduates. More than 50% were male. Almost 26% of farmers reported that they use renewable energy sources on their farms. Generally, the farmers were green intended and would like to adopt renewable energy sources. The regression results disclosed a significant impact of socially inspired peer adoption (p<0.01) on the farmers’ adoption of renewable energy sources. Renewable energy adoption is impacted more by the adoption of strong connections than by the adoption of renewable energy by weak relations, which means that farmers are more likely to adopt renewable energy if their peers also do so. Nevertheless, the extent to which farmers have green intentions regarding the use of renewable energy technology had a significant influence on the farmers’ conformity tendencies, influenced by the different intensities of their social networks.

Research on the Construction of Innovation and Entrepreneurship Platform for College Students in the Context of Digital Technology

Farmers play an important role in bridging the gap between tradition and modernity, and their farming actions and techniques have a significant effect on the natural environment. Promoting pro-environmental behavior (PEB) among farmers in rural communities is very challenging. Thus, the current study explores the diverse elements that may have an influence on the relationship between eco-centric leadership (ECL) and two main PEB manifestations, such as responsible citizen behavior (RCB) and active environmental behavior (AEB), in Sichuan Province, China. The findings revealed that the farmers have positive perceptions regarding the ECL, environmental consciousness (ECO), psychological green climate (PGC), and green knowledge sharing (GKS) based on the responses of 180 randomly selected farmers. Similarly, the farmers also depicted the remarkable RCB and AEB. The significant relationship between ECL and RCB/AEB shows that ECL plays an incredibly crucial role in the development of responsible and proactive environmental-oriented behavior. Additionally, the findings emphasized the significant mediating role of PGC in the development of RCB and AEB through the GKS. Therefore, it is imperative to promote supportive psychological environments to facilitate eco-centric behavior within rural communities. Moreover, the significant moderating effect of ECO on GKS and RCB/AEB signifies that increased environmental consciousness correlates with environmentally responsible and proactive behavior among farmers. The current study emphasizes the importance of environmental conservation in rural communities and demonstrates the necessity of tangible policy actions to promote environmental health. Therefore, the current research offers valuable insights about the ECL, PGC, and GKS toward the development of RCB and AEB. The study proposes practical policy implications such as the provision of customized leadership, regional training programs, and eco-centric legal measures in order to motivate and incentivize farmers for their eco-friendly production.