The Path to Sustainable Agricultural Development: How Does Financial Support Affect the Green Production Behavior Intention of Millet Growers?

Ensuring the sustainable growth of agriculture and fostering agricultural modernization in rural areas is a strategic method to achieve rural revitalization. Based on the survey responses of 448 millet-planting farmers in three townships of Wuxiang County and two townships of Qinxian County, Shanxi Province, China, and from the perspective of farmers’ economic behavior, on the basis of planned behavior theory, the paper introduces financial support variables, and uses a structural equation model to examine the consequences of financial support on the behavioral attitudes, subjective norms, and perceived behavior control of millet-planting farmers. We first examine the influence of subjective norms and perceived behavior control on the green production intention of millet planting, and then explore the impact of financial support on the green production intention of farmers. The results show that (1) financial support has a substantial influence over the behavioral attitude, subjective norms and perceived behavior control of farmers’ green production. (2) The attitudes, subjective norms and perceived behavior control of millet farmers have a significant impact on their green production intention. (3) The indirect effect of financial support on the green production intention of millet farmers is significant. Finally, the report offers various recommendations and countermeasures for farmers to carry out green production, such as special planting subsidies and insurance guarantees, green food support for agricultural enterprises and preferential loan support for rural areas. The research results have theoretical and practical significance for enriching the Theory of Planned Behavior, promoting the green production behavior of farmers and accelerating the development of green agriculture.