Abstract: The farmers’ pro-environmental behavior can alleviate agricultural environmental pollution to a certain extent. In order to improve the agricultural environment and explore the reasons why farmers implement pro environmental behavior, this paper adds farmers’ perception of environmental pollution, environmental concern and social norms to extend the theory of norm-activation. On this basis, this paper uses field survey data from shaanxi, shanxi, gansu, anhui and jiangsu provinces to analyze the farmers’ pro-environmental behavior through the structural equation model and hierarchical regression model. The results show that the farmers’ pro-environmental personal norms, perception of environmental pollution and environmental concern have direct positive influences on their pro-environmental behavior, and the individual norms have the greatest influence on behavior. Awareness of consequence, ascription of responsibility, farmers’ perception of environmental pollution and environmental concern all have direct positive impacts on their proenvironmental personal norms, and the degree of their influence ranges from high to low is: awareness of consequence, ascription of responsibility, perception of environmental pollution and environmental concern; Farmers’ perception of environmental pollution and environmental concern have direct and indirect effects on their pro-environmental behaviors at the same time, while the awareness of consequence and ascription of responsibility only have indirect effects on their pro-environmental behavior. Social norms can positively regulate the influence of personal norms on farmers’ pro-environmental behavior.