Risk aversion, marketing outlets, and biological control practice adoption: insight from pear farmers in China

Biological control (BC) is an important component of green control techniques, and its adoption in the production of fresh produce holds economic and ecological importance as an alternative to chemical pesticides, yet its current adoption rate is not high. To clarify the issue, this study analyzes the factors that influence growers’ adoption of BC practices in China’s orchard systems. We focus on how marketing outlets and risk attitudes affect farmers’ adoption of BC practices. A field survey of 327 pear growers was conducted in three main pear-producing areas of Hebei, Shandong, and Hubei provinces of China between October and December 2020. Results show that farmers’ risk aversion has a significant and negative impact on their adoption of BC practices. The market environment is another dramatic factor affecting farmers’ adoption. Both green certification and cooperative marketing have a significant role in promoting farmers’ adoption of BC practices. Our findings highlight the importance of risk reduction and market environment to BC adoption. Furthermore, it can provide critical information for policymakers in formulating strategies to promote the application and extension of BC practices among farmers in developing countries, such as China.