Based on the Value-Belief-Norm Theory and the Planned Behavior Theory,and the survey data of 549 farmer households in Shandong Province,this paper analyzes the influence factors and the effect decomposition of farmers’ behavioral intention to reduce the use of fertilizer. The method of Structural Equation Model is employed in this paper. The results shows that farmers’ value perception of chemical fertilizer reduction has a significant positive impact on behavioral attitude,subjective norm and perceived behavior control,but a significant negative impact on the responsibility attribution. Behavioral attitude,subjective norm,perceived behavior control and responsibility attribution are crucial in promoting farmers’ intention of reducing the use of fertilizer,and perceived behavior control is the most influential factor. In terms of effect decomposition,the direct positive effect of subjective norm on farmers’ intention is greater than the indirect positive effect of that through responsibility attribution; the direct negative effect of perceived value on responsibility attribution is greater than the indirect positive effect of that through subjective norm. The analysis of Multiple-group Structural Equation Model shows that there are significant differences in the influence of farmers’ part-time business and size of farmland on different hypothetical paths. With the increase of farmers’ part-time work,the positive effects of value perception on behavioral attitude,subjective norm,and perceptual behavior control are all gradually increasing. But with the expansion of farm size,the positive effects of value perception show a decline. When farmers’ part-time business is adjustment variable,among the four types of farmers,responsibility attribution has the greatest impact on pure farmer’s behavioral intention of reducing the use of fertilizer; subjective norm has the greatest impact on farmer III’s behavioral intention,and perceived behavioral control has the greatest impact on farmer II. When farm size is adjustment variable,the effect of responsibility attribution and perceived behavioral control have the greatest impact on the medium-scale farmers.