Abstract: Based on survey data of farmers in Yunnan Province in 2023, the impact of the rural digital economy on farmers′ adoption of green agricultural technology was empirically analyzed and the mediating mechanisms of agricultural socialized services and farmers′ trust were explored. The results showed that the rural digital economy significantly promoted the adoption of green agricultural technologies by farmers, with a nonlinear characteristic of increasing marginal effects. Mechanistically, the digital economy enhanced adoption willingness by promoting the outsourcing of agricultural production services (e.g., unified pest control, water-saving irrigation) and strengthening farmers′ trust in technologies and service providers. Heterogeneity analysis indicated that this effect was more pronounced among large-scale, high-income, and new-generation farmers. Furthermore, policies such as the construction of high-standard farmland and green subsidies could strengthen the promoting effect of the digital economy. It was recommended to enhance rural digital infrastructure, innovate "digital + service" models, build trust-based promotion systems, and implement differentiated policies to advance agricultural green transformation.

Key words: rural digital economy, green agricultural technology, technology adoption, agricultural socialized service, service outsourcing, farmers′ trust