Based on the survey data of 1,090 farmers in Hubei Province,this paper takes organic fertilizer as an example to build Binary Logistic model to explore the influence mechanism of market ability and market environment on farmers’ decision-making behavior of organic fertilizer application. The results show that:(1) In terms of market ability,active information collect has a positive impact on the application of organic fertilizer,contradictory to the impact of construction of distribution channels. (2) In terms of market environment,test on product quality,convenience of factor acquisition and local brand building all play a positive role. (3) The significance of market environment proves more remarkable according to the variable contribution rate. A further test based on the regulating effect of market environment reveals that local brand construction positively affects both the relationship between technology promotion training and farmers’ behavior and the relationship between distributions channels and farmers’ behavior. This indicates that the effective play of farmers’ market ability comes under the premise of certain market environment construction. It is hence suggested to actively cultivate farmers’ market ability,develop the regulation ability of market environment and acknowledge the function and position of market ability,so as to arouse farmers’ enthusiasm to develop green agriculture.