Abstract: As the decision-making body of fertilizer application, farmers' decision-making and degree of adoption of green fertilization technology are affected by internal perception and external environment. Systematic analysis on the adoption behavior of green fertilization technology of farmers has important theoretical and practical significance to the promotion of the green and high-quality development of agriculture and the ecological environment. Based on the micro data of field survey on 680 apple growers in Shandong Province, the Heckman model was used to empirically analyze the influence and differences of internal perception and external environment on farmers' decision-making on the adoption of green fertilization technology and the adoption degree. The results show that:firstly, farmers have "high willingness but low action" on adoption of green fertilization technology, and the average adoption degree is not high. Secondly, technology perception has significant positive impact on farmers' behavior on the adoption of green fertilization technology, and the influence of economic value on farmers' behavior on the adoption of green fertilization technology is significantly greater than that of the social value and ecological value. Thirdly, the directive norms and exemplary norms representing the external environment have significant positive influence on the farmers' decision on the adoption of green fertilization technology, and the ecological compensation has a significant impact on the adoption degree. Therefore, in order to encourage the enthusiasm and initiative of farmers to adopt green fertilization technology, the publicity and education on green fertilization technology should be enhanced, new agricultural business entities should be actively promoted, and the internal motivation of farmers on the adoption of green fertilization technology should be improved.

Key words: farmers, internal perception, external environment, technology adoption behavior, Heckman model