Unveiling the Mechanisms of Digital Technology in Driving Farmers’ Green Production Transformation: Evidence from China’s Watermelon and Muskmelon Sector

Leveraging the transformative potential of digital technologies to support the farmers' green production transformation (FGPT) is a critical catalyst for facilitating the accelerated green transformation and upgrading of agricultural systems, thereby achieving high-quality agricultural development. Using survey data from major watermelon- and muskmelon-producing regions in Henan, Shandong, and Xinjiang, and employing Ordinary Least Squares (OLS), Propensity Score Matching (PSM), and the Logit model, this study examines the mechanisms through which digital technology influences FGPT. The findings reveal that the adoption of digital technology significantly reduces farmers' use of pesticides and fertilizers, with a particularly pronounced effect on pesticide reduction. Heterogeneity analysis indicates that the impact of digital technology on reducing pesticide and fertilizer usage varies across regions: while its adoption leads to significant reductions in Henan and Shandong, the positive effects in Xinjiang remain statistically insignificant. Mechanism analysis shows that digital technology enhances FGPT by reducing information asymmetry, improving market access, and enhancing precision management practices. Based on these findings, this study recommends expanding awareness campaigns to accelerate the adoption of digital technology, enhancing digital infrastructure to bridge the urban-rural digital divide, and optimizing digital technology promotion systems. These actions can be taken alongside the implementation of economic incentives and compensation mechanisms. The insights and policy recommendations from this research provide valuable guidance for China and other countries seeking to leverage digital technology for sustainable agricultural development.