Abstract: Based on the theory of social embeddedness and reputation mechanism, using the survey data of 560 households in Hubei、Hunan and Anhui, the structural equation model was used to empirically analyze the influencing path and group differences fo network embeddedness and reputation on farmers’ pro-environment behavior, robustness test about the structural equation model had been done by variable substitution and multivariate statistical regression analysis. It was found that (1) Network embeddedness and reputation have significant positive effects on farmers’ pro-environment behavior, and reputation plays intermediary role on the influence of structural embeddedness and cognition embeddedness on farmers’ pro-environment behavior, while reputation was the fully mediator between relationship embeddedness and farmers’ pro-environment behavior. (2) The influence of adoption degree on farmers’ pro-environment: cognition embeddedness was greater than structural embeddedness, structural embeddedness was greater than relationship embeddedness. (3) The actual land area operated by the family has significant effect on the influence of network embeddedness on farmers’ pro-environment and enhance the mediation. So governments should pay attention on the establishment of reputation mechanism, and guide large-scale farmers’ pro-environment,providing demonstration effect for small-scale farmers. Meanwhile, governments should also create chances and platform to learn and cooperate for farmers.