Abstract: Ecological farming plays an important role in improving the agricultural ecological environment, improving the effectiveness of farmland protection and ensuring the quality and safety of crops. Based on the micro-survey data of 1488 households in 47 counties (districts) of 11 cities in Jiangxi Province, under the guidance of the theory of planned behavior, the Logistic regression model was used to conduct empirical research on the influencing factors of farmers' willingness to adopt ecological farming. The results of the study showed that (1) 89.85% of the sample farmers expressed their willingness to adopt ecological farming, maintained the expected income and promotion expectations of ecological farming at a high level. (2) Behavioral attitude, subjective norms and perceptual behavior control have significant influence on farmers' willingness to adopt ecological farming. Among them, ecological farming promotion prospects, production exchange, neighborhood effect, policy subsidy and technical training variables are the key factors affecting farmers' willingness to adopt. . (3) Under different qualifications, the factors affecting farmers' willingness to adopt ecological farming are different. Among them, income expectation, information dissemination intensity and technical training have stronger influence on the low-promotion prospects of farmers' ecological farming adoption intention; the lower the risk expectation, the lack of communication Farmers' willingness to adopt is more influential; farmers with small neighborhood effects are mainly affected by information dissemination and technical training; farmers who need policy subsidies have more frequent production exchanges, stronger neighborhood effect, and stronger adoption intentions; Farmers, the factors affecting their willingness to adopt are mainly income expectations and information dissemination. The government should formulate targeted measures in strengthening the promotion and promotion of ecological farming, building a production exchange platform for farmers, and improving ecological farming subsidies and incentive policies.