Abstract: The promotion and application of organic fertilizer is of great significance to the improvement of the quality of cultivated land and to the achievement of the transformation of agricultural green development. Based on the survey data of 1 086 farmers in Hubei Province, Logit model, mediation model and moderation model were employed to explore the influence mechanism of policy incentive and value identification on farmers' adoption of organic fertilizer. Results show that:(1)Farmers' adoption of organic fertilizer is influenced by policy propaganda, government subsidies, policy regulation, environmental crisis awareness and ecological environment improvement. (2)Environmental crisis awareness, ecological environment improvement and agricultural civilization inheritance intermediate the relationship between policy propaganda and farmers' adoption of organic fertilizer; ecological environment improvement moderates the influence of policy regulation on the adoption behavior. (3)Government subsidy enhances the positive relationship between environmental crisis awareness and the adoption of organic manure. Therefore, it is necessary to properly subsidy for farmers to make green agricultural production, to strengthen the education of farmers, and to change the traditional technology promotion mode, thus arousing farmers' initiative in adopting green production technologies.