Organizational Support, Technology Perception, and Farmers’ Green Transformation of Land Utilization

The green transformation of farmland is essential for reconciling agricultural production with ecological protection. Although previous studies have examined farmers’ individual characteristics and policy constraints, they have paid less attention to support from agricultural industry organizations. This study develops a framework linking perceived organizational support, technology perception, and willingness to invest in environmentally friendly agricultural production technologies. Using survey data collected in 2024 through one-on-one interviews with structured questionnaires from 725 muskmelon-growing households in Yuncheng (Shanxi Province) and Xi’an (Shaanxi Province), China, we estimated logit and ordinary least-squares models, tested mediation, corrected for non-random observation of positive willingness-to-pay amounts using a Heckman selection model, and examined heterogeneity by farmland fragmentation. Perceived organizational support was positively associated with both farmers’ willingness to invest and their stated maximum investment amount. Technology perception partially mediated these relationships, accounting for 3.42% of the total association with investment willingness and 25.80% of the total association with the stated investment amount. Subgroup estimates were consistently more positive among households operating fragmented farmland than among those operating concentrated farmland, although this difference requires a formal interaction test. These findings indicate that institutional, instrumental, and emotional support from agricultural industry organizations may facilitate smallholders’ transition toward environmentally friendly production.