Abstract
Fertigation (integrated water and fertilizer integration) technology precisely integrates irrigation and fertilization management by delivering water and nutrients directly to crop root zones in a targeted and timed manner. Compared with traditional flood irrigation and manual fertilization methods, this technology effectively reduces water and fertilizer waste, improves crop nutrient absorption efficiency and yield performance, and mitigates agricultural non-point source pollution caused by nutrient leaching, thereby achieving more efficient and environmentally friendly agricultural production.
Although fertigation technology has been widely promoted and applied in agricultural sectors of many countries including the United States, Canada, and Israel, its popularization and adoption among Chinese farmers remain insufficient. To explore the key informational barriers restricting the diffusion of fertigation technology, this study conducts a randomized controlled trial (RCT) covering a total of approximately 1,600 farming households across nine provincial regions in China, including Beijing, Jilin, Hebei, Ningxia, Sichuan, Zhejiang, Jiangsu, Anhui, and Yunnan. This study adopts two diversified information intervention methods: organizing farmers to watch targeted promotional videos and guiding farmers to utilize artificial intelligence large models to independently acquire relevant agricultural information. Centering on four core information dimensions including technical characteristics, cost-benefit performance, subsidy policies, and ecological environmental effects, this paper systematically analyzes the differential impacts of different information types and intervention approaches on farmers’ willingness to pay (WTP) for fertigation technology adoption.
The core research hypotheses to be verified in this study are proposed as follows:
Hypothesis 1: Information interventions concerning technical characteristics, cost-benefit performance, subsidy policies, and ecological environmental effects can significantly improve farmers’ willingness to pay for fertigation technology, with cost-benefit information exerting a stronger promotional effect on farmers’ adoption willingness than the other three types of information.
Hypothesis 2: Large-scale farmers exhibit a higher willingness to pay for fertigation technology compared with small-scale farmers.
Hypothesis 3: Farmers facing higher fertilizer price levels show a stronger willingness to pay to adopt fertigation technology.