Analysis of new varieties adoption behavior of Chinese turbot farmer based on the perspective of heterogeneity

China is the largest turbot farming in the world, where germplasm source security is closely related to national security. To further promote the sustainable development of the turbot aquaculture industry, the China Marine Fish Industry Technology System team has developed a new variety of fast-growing turbot (hereinafter referred to as new varieties) in 2012. However, the promotion effect of new varieties has not reached the expectation, requiring research on the adoption behavior analysis of new varieties. Based on 272 turbot farmers, this study conducts theoretical analysis of framework of new varieties adoption, uses the binary Logit regression model to analyze the determinants of new varieties adoption behavior based on the perspective of heterogeneity. Heterogeneity means that farmers have certain differences, including differences in age, farming scale and enterprise form. Findings indicated that the adoption behavior of new varieties was affected by farming scale, education level, farming years, risk preference, channels of obtaining information, training effect, and government incentives. The adoption behavior of new varieties is group heterogeneity. The causes of low adoption rate of new varieties are farmer's lower risk preference, lower benefit of communication and limited government incentives. The results indicated that new varieties are more likely to be adopted in enterprises, young adult, and large-scale farmers groups. Policy implications from this research included strengthen government incentives for the promotion of new varieties, constructing the systematic and long-term training system and constructing the farmers-centered promotion system.