Abstract: In order to investigate the willingness of farmers to participate in the control of non-point source pollution of cultivated land and promote the green transformation of agriculture, based on 507 field survey data in Zhumadian City, Henan Province, the ELM theory and psychological inertia were used to construct a model of influencing factors of farmers′ willingness to apply organic fertilizer, and the differences in information processing among farmers with different adjustment orientation characteristics were also considered. The results showed that both the central path and the edge path had significant effects on the information processing of farmers′ perceived value, with the order of price value（0. 292） ＞ opinion leader（0. 278） ＞ comment valence（0. 237） ＞ product utility（2. 137）. In general, farmers′perceived value of organic fertilizer was more affected by the edge path. Value perception（0. 536） significantly affected farmers′ intention to apply organic fertilizer. Psychological inertia（-0. 074） weakened the effect between perceived value and willingness to apply organic fertilizer. Promoting oriented（0. 114） trait farmers strengthened the role between comment titer and perceived value. In order to promote farmers to actively participate in the control of non-point source pollution of cultivated land, we should improve the subsidy policy of organic fertilizer, give play to the guiding role of opinion leaders, and strengthen the promotion of the effect of organic fertilizer application.