Promoting agrochemical reduction is a prerequisite for high-quality development of agriculture. It is still controversial whether Internet use can reduce pesticide use. This study uses the survey data of 670 vegetable growers of two provinces in China, Shandong and Shaanxi. Probit model and bootstrap method were used to analyze the impact of Internet use in reduction of pesticide application by farmers. Shallow use and deep use of the Internet were taken into account. On this basis, multiple mediating effects were tested on the following three aspects: information acquisition ability, awareness of green production, and e-commerce sales capability. The study found that shallow use and deep use of the Internet have a significant direct impact on pesticide reduction by farmers. Information acquisition ability, awareness of green production, and e-commerce sales capability all play a significant positive mediating role in the deep use of the Internet affecting pesticide reduction. However, in the process of shallow use of the Internet affecting pesticide reduction, only the mediating effect of green production awareness is significant. Concurrently, compared with the shallow use of the Internet, the deep use of the Internet has a significant positive impact on rural groups with weak human capital and weak social capital.
Keywords: Bootstrap method; Internet use; Multiple mediating effects; Pesticide reduction.