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As a standard clean production technology, the wide use of green control techniques (GCT) helps improve the quality of agricultural products and protect the environment. However, the level of application of GCT by Chinese farmers is not high. The market, as the ultimate place to realize the value of grain and the returns of grain farmers, plays an essential part in promoting GCT. Based on survey data from grain farmers in Sichuan Province, China, this study used a conditional mixed process (CMP) model to examine the effect of farmers’ market participation on their GCT adoption behavior and a mediated effects model to test the impact mechanism. The study further explored the effect of farmers’ market participation capability on their GCT adoption behavior. The results showed that (1) farmers’ market participation could significantly increase the likelihood of adopting GCT. (2) Market participation could influence farmers’ adoption behavior through agricultural income, market information, and green cognition. (3) Further research found that farmers were more likely to adopt GCT if their market participation capability was strong. These findings highlight the fact that developing countries have increased their efforts to encourage farmers to participate in markets and to enhance their market participation capability, thereby facilitating the adoption of GCT by farmers.
Jijue et al. (Sat,) studied this question.