Abstract: Promoting the green transformation of agricultural production with the marketization of factors is an important way to realize the development of China’s agricultural modernization. This paper, focusing on the fertilizer product market, uses survey data from 781 rice farmers in Hubei, Jiangxi, and Zhejiang provinces, to examine the impact of factor marketization on the adoption of soil testing formula fertilization technology, and the heterogeneous effects of factor marketization under different resource endowments. The results show that the promotion of soil testing formula fertilization technology in the sample areas is far behind expectations, and the adoption rate of rice farmers is only 27.5%. Then, n the dimension of factor marketization, product diversity and product availability have a significant positive impact on rice farmers’ adoption of soil testing formula fertilization technology. What’s more important, egardless of whether it is based on grouping regression based on specific endowments or general endowments, product diversity has a more significant promotion effect on rice farmers in the highlevel resource endowment group, but there is no significant difference in product availability. Thus, it is recommended to continue to strengthen the improvement of the agricultural production factor market, and give full play to the role of grassroots agricultural material distributors in product sales and information dissemination, so as to realize the coordinated development of factor marketization and green agriculture.