Does Internet use improve farmers’ perception of environmental pollution? Evidence from rural China

People’s weak perceptions of environmental pollution (PEP) threaten the achievement of the Global Sustainable Goals, especially in rural areas. However, Internet use may improve farmer’s PEP. Thus, based on survey data from rural China, this study uses an endogenous switching regression model (ESRM) to remove the selection bias and quantitatively evaluate the impact of Internet use on the farmers’ PEP. The results of this study show that (1) for group of farmers using the Internet, if they do not use the Internet, their PEP may decrease by 91.004% and (2) for group of farmers not using the Internet, if they use the Internet, their PEP may increase by 100.160%. These results provide the evidence for developing countries aiming to improve their residents’ PEP and provide a new path for solving the problem of global environmental pollution and realizing sustainability.