Why Do Medium-Sized Technology Farms Adopt Environmental Innovation? The Mediating Role of Pro-Environmental Behaviors

• Main Authors: Stanley Y. B. Huang, Ming-Way Li, Yue-Shi Lee
• Format: Article
• Language: English
• Published: MDPI AG 2021-09-01
• Series: Horticulturae
• Subjects: responsible leadership; environmental innovation; medium-sized farms; pro-environmental behaviors
• Online Access: https://www.mdpi.com/2311-7524/7/9/318

This research fills several gaps in the literature not investigated in previous studies. First, it examines how the responsible leadership (RL) of the chief executive officer (CEO) influences medium-sized technology farms to adopt environmental innovation (EI) through the pro-environmental behaviors (PBs) of the senior executive team (SET) according to the theory of social learning, as previous research only took institutional theory and utilitarianism as the driving factors of agricultural innovation. Second, we propose the potential growth model (PGM) from a sample of 105 CEOs and their SETs in medium-sized technology farms to handle the problem that an individual may regulate his behaviors based on how he translates and understands the surrounding environment, because previous research has ignored this perspective. Lastly, this research offers recommendations for the implementation of EI in medium-sized technology farms and also expands the related literature on sustainable agricultural production.