From Agricultural Green Production to Farmers’ Happiness: A Case Study of Kiwi Growers in China

Happiness is the ultimate goal of everyone working and earning wealth. At present, in the vast rural areas of China, the excessive and unscientific application of chemical fertilizers and pesticides is raising serious concerns for environmental protection. The Chinese government has strongly promoted agricultural green production as an alternative to the previous agricultural paradigm that sacrificed the environment. A shift towards agricultural green production has become imperative. However, will it bring “happiness” to farmers who partake in this shift? Using data from 1138 farmers in Shanxi, Northwest China, throughout 2022, this article examines the relationship between the adoption of agricultural green production and farmers’ happiness. The empirical findings indicate that the adoption of agricultural green production can considerably increase farmers’ happiness and that the more types of agricultural green technologies that are implemented, the greater the happiness of farmers. Further mediating effect analysis suggests that this mechanism occurs through raising the absolute and relative income, mitigating agricultural pollution, and elevating the social status. The findings shed new light on the effect of farmers’ economic behavior on their happiness and underline the necessity of implementing relevant policies.