Will farmers follow their peers in adopting straw returning? Evidence from rural Sichuan Province, China

From the perspective of conformity tendency, based on 540 farmers' data in Sichuan Province, China, the study used the probability score matching (PSM) model and mediator model to explore the role of four types of peers' straw returning behavior on farmers' preferences to implement straw returning and the realization paths. It was found that (1) farmers' preferences to implement straw returning were influenced by the straw returning behavior of neighbors, relatives, wealthy villagers, and village cadres, i.e., there were conformity tendencies in farmers' straw returning decisions. (2) The degree of conformity tendencies formed by different peers varied. Among the peers affecting farmers' preferences to implement straw returning, the effect of village cadres was the largest, followed by neighbors, relatives, and the wealthy villagers. (3) The degree of conformity tendencies varied by decision-makers. The younger and less educated the farmers were, the more willing they were to adopt straw returning driven by their neighbors, relatives, wealthy villagers, and village cadres. (4) In the conformity tendencies (including conformity to neighbors, relatives, wealthy villagers, and village cadres) of straw returning, farmers' perceptions of income benefits and environmental benefits played a significant mediating role, and the perception of environmental benefits was more vital.