Emerging drivers of IPM technology adoption among farmers: the role of participation in new agricultural operating entities

BACKGROUND Integrated pest management (IPM) is a holistic strategy reducing pest‐related economic, health, and environmental impacts. However, in China's smallholder‐dominated agricultural systems, farmers exhibit limited willingness and capacity to adopt IPM. The emergence of new agricultural operating entities (NAOEs) offers a potential pathway to address this challenge. Using data from 994 kiwifruit growers in Shaanxi and Sichuan provinces in China, this study employs Ordered Probit and mediation effect models to investigate how participation in NAOEs influences IPM adoption and its underlying mechanisms. RESULTS The findings reveal that participation in NAOEs significantly promotes farmers' adoption of IPM. These conclusions remain robust after robustness tests and addressing potential endogeneity issues. Compared to farming companies, agricultural cooperatives exhibit stronger effects in promoting IPM adoption. The mechanisms driving this outcome include three channels: price premium incentives, risk sharing, and quality supervision. Furthermore, the impact is particularly pronounced among farmers experiencing pest and disease infestations or those operating in mountainous/sloped areas. CONCLUSION This study reveals the important role of NAOEs in promoting farmers' adoption of IPM technology, offering a new pathway for encouraging the adoption of environmentally friendly technologies and advancing green and sustainable agricultural development.