Abstract: It is an important way to improve the effect of livestock pollution regulation policy by unraveling the logic underlying of the farmer's environmentally friendly behavior. Through in-depth interviews and application of Grounded Theory, the factors that affect farmer's environmental friendly behavior were explored by qualitative research. The results show that psychological cognition, behavioral intention, cost of behavior implementation and environmental regulation have significant impact on the environmentally friendly behavior of farmers, and the ways and paths of each variable affecting environmental behavior are different. Psychological cognition is a predominant variable, behavioral intention is a cognitive-behavioral intermediary variable, behavioral implementation cost is an internal context variable, and environmental regulatory context is an external context variable. Additionally, the mechanism in which the above main factors work on the environmental behavior was explained. Accordingly, for promoting the internalization of pig farmers' pollution control awareness, the following measures have been proposed:to enrich the publicity and education measures; to strengthen the use of the informal system, to reduce the relative cost of environmental behaviors by means of consultation, dialogue as well as technical and economic supports. It is also recommended that to develop the full-circle regulation of pig farming and eco-agriculture industrial chain by improving the reward and punishment measures and compensation mechanisms.