Tianzhi Gao, Qian Lu, Yiping Zhang, Hui Feng
As a novel approach to agricultural extension, digital technology services are instrumental in promoting the exchange of information and advancing the modernization of the agricultural sector. Utilizing data from 1475 fruit and vegetable growers in Shaanxi, Shanxi, and Shandong provinces, this study employs a Multivariate Ordered Logistic Model and a Bootstrap adjustment effect test to investigate the influence and mechanisms of farmers' cognition towards digital agricultural technology extension service (DATES) on their pro-environment behaviour within a policy support context. The findings reveal that: (1) farmers' cognition of the content, tools, and prospects of DATES positively impact their pro-environment behaviour, and the variables such as technology, knowledge, policy information cognition, and prospect cognition are the most influential; (2) the establishment of government network platforms, incentive subsidy measures, and government-led network training positively moderate the relationship between farmers' cognition and their pro-environment behaviour; (3) among the control variables, female household heads, higher education levels, and participation in agricultural cooperatives positively influence farmers' pro-environmental behaviour in the context of DATES. These results underscore the importance of cognitive factors and policy interventions in promoting sustainable agricultural practices through digital technologies.