Social Media Participation, Low-Carbon Agricultural Practices, and Economic Performance of Banana Farmers in Southern China

Low-carbon agricultural practices (LAPs) can reduce carbon emissions in agricultural production for farmers in developing countries. However, the role of emerging social media has not received enough attention in the diffusion of LAPs among farmers. This study first attempts to examine the impact of farmers’ social media participation on their adoption intensity of LAPs using the Zero-truncated Poisson model and specify the effect of each participation activity on social media by the endogenous-treatment Poisson regression model, then discuss the economic performance of LAPs using the quantile regression model, based on the primary data collected from banana farmers in Southern China. The results show that social media participation exerts a positive and significant effect on farmers’ adoption intensity of LAPs. Specifically, the adoption intensity of LAPs in the treated group who participated in the short-video social media is about 1.1 times higher than that in the control group. The treatment effects of the five activities (watch, like, forward, comment, and release) on farmers’ adoption intensity of LAPs are positive and significant. We also find that adoption of LAPs can increase household income of farmers, and the effect presents particularly significant for those at the higher income level. Whilst, Social media participation can significantly increase household income of farmers who are at the lower income level. Our findings underscore the important role of social media in the diffusion of LAPs among farmers and income growth of households in developing countries. Thus, supportive strategies can be designed by policymakers for encouraging farmers to participate the emerging social media platforms and adopt more LAPs in agricultural production.