Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition) ›› 2025, Vol. 61 ›› Issue (3): 114-127.doi: 10.16088/j.issn.1001-6597.2025.03.010

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The Impact of Digital Literacy on Farmers’ Green Behaviors

MA Jie, SONG Yi-ming   

  1. School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China
  • Received:2024-12-15 Published:2025-05-07

Abstract: Rural revitalization has become a critical national issue. The improvement of rural living environment as one of its components has been widely concerned. With the rapid development of information and communication technology and an easier access to the network, digital literacy has become an important quality to promote the production and living standards of farmers. Therefore, digital literacy is selected as the core explanatory variable to study its relationship with farmers’ green behaviors. Based on the CLES2020 data, this paper adopts the binary Probit Model for empirical analysis and draws the following conclusions: (1) The impact of farmers’ digital literacy on green behaviors varies with different levels of literacy, with the effect intensifying as literacy improves; (2) When digital literacy is high, it significantly promotes farmers’ engagement in green behavior; (3) Psychological cognition acts as a mediating variable between digital literacy and green behaviors, and even when psychological cognition is included as a mediator, digital literacy maintains a significant positive effect on green behaviors. These findings offer valuable insights for rural living environment improvement in China.

Key words: digital literacy, farmer’s green behaviors, Binary Probit model, rural revitalization

CLC Number:  F203
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