Abstract: The greenhouse gas produced during rice planting is the main source of agricultural greenhouse gases. Effectively promoting the lowcarbon rice production among farmers is an important way to reduce agricultural greenhouse gas emission and to realize the green sustainable development of agriculture in China. In this study, the theoretical framework for the mechanism of lowcarbon production behavior in rice planting was established, which is based on the interpersonal behavior improvement theory. Then, SEM model was employed to analyze the impact of farmers' behavior and its influence. The low carbon willingness and ability  were the direct driving factors to stimulate their lowcarbon production. Behavioral attitudes, social norms and environmental emotions could indirectly affect lowcarbon production behavior by affecting the lowcarbon willingness. Moreover, the coefficient of behavioral attitude is the greatest (0555), indicating the main impact factor, followed by social norms (0232) and environmental emotion (0153). Promotion condition played an importantly moderating role in the transformation process of willingness-behavior and ability-behavior. The further multiplegroup analysis found that there were significant differences in the adjustment effect among different groups divided by education, family income and farm scale. In rice cultivation, encouraging farmers to expand the rice farm scale, improving the subsidies for the agricultural green production and strengthening lowcarbon production education specially in professional technical training are effective methods to enhance the lowcarbon cognition of farmers and behavioral willingness, and to guide farmers to engage in lowcarbon production 。