Abstract:Fertilizer reduction and efficiency enhancement are key initiatives for promoting green agricultural development, and digital information acquisition offers farmers new avenues to adopt these technologies. Using survey data from 1,452 rice farmers in Jiangxi Province in 2023, this study empirically analyzes the impact and mechanisms of digital information acquisition on the adoption of fertilizer reduction and efficiency enhancement technologies, while also exploring the role of farmers" rational inattention. The findings are as follows: 1) Digital information acquisition significantly increases the intensity of farmers’ adoption of fertilizer reduction and efficiency enhancement technologies, particularly in promoting the adoption of soil testing and formula fertilization technologies, as well as the use of organic fertilizers, though it has no significant impact on the use of farmyard manure or the return of straw to the field. 2) The mechanism analysis shows that digital information acquisition promotes the adoption of these technologies primarily by enhancing farmers" awareness of agricultural pollution and their technological ecological cognition. 3) The heterogeneity analysis reveals that digital information acquisition has a greater effect on large-scale farmers compared to small-scale farmers. Additionally, it has a significant positive effect on the adoption of these technologies among younger, middle-aged, and highly educated farmers. 4) From the perspective of rational inattention, the study finds that farmers who primarily rely on their own experience to acquire agricultural technology information are not subject to rational inattention regarding digital information, and digital information acquisition effectively promotes their adoption of fertilizer reduction and efficiency enhancement technologies. Based on these findings, it is recommended that the government prioritize the application of digital information channels and improve farmers" attention allocation to digital information, among other policy suggestions.