Farmers' technology preference and influencing factors for pesticide reduction: evidence from Hubei Province, China.

Based on the successful experience of pesticide reduction in China, this study uses survey data from Hubei Province to measure rice farmers' technology preferences for pesticide reduction considering their needs, and compare the heterogeneous factors influencing farmers' adoption behavior. The results show that large-scale farmers prefer drone services and efficient machinery, while small-scale farmers prefer scientific standards and biopesticides for pesticide reduction. Second, farmers' adoption behavior of pesticide reduction technologies is mostly influenced by education, risk attitude, income, agricultural labor, scale, rice price, residue testing, brand, training, subsidy, and demonstration. Among them, education, risk attitude, scale, rice price, cost, and training, significantly affect farmers' adoption level of multiple pesticide reduction technologies. Further, higher rice prices and participation in training could promote the use of pesticide reduction technologies in a larger area by farmers. Therefore, the real needs of farmers should be focused on the promotion of pesticide reduction technologies, and pesticide reduction programs in different regions should carry out precise intervention policies. These findings can provide practical policy guidance for effective pesticide reduction in the central region of China.