The inconsistency of farmers’ willingness to return straw and adoption behavior restricts the promotion of straw returning technology. Based on MOA extension model,this paper unifies the subjective cognition and external conditions of farmers within an analytical framework,and analyzes the dual drive effect of ability and opportunity on transforming farmers’ willingness to adopt the straw returning technology. It further explores the relationship between willingness and behavior,and the regulating function of ability and opportunities on willingness-behavior relationship under the Chinese culture. The findings suggest that：(1) The plight in the demand side of straw returning is the incapacity of converting farmer’s willingness to demand,and that in the supply side is the unmatch betweeen technology and farmers’ needs; (2) Farmers’ production habits and ecological knowledge,and the availability of technology can promote their return to the field; (3) In the high consistency group,the availability of technology and ecological knowledge positively regulate the will-action relationship of farmers,in sharp contrast to the low consistency group where production habits positively regulate willingness and behavior relationship. Therefore,the supply side is critical in promoting straw returning to the field,given optimizing straw returning technology based on the actual situation of agricultural and rural farmers. Meanwhile,government should renew ways and contents for propaganda,identify farmers’ differences to optimize production,improve farmers’ ecological knowledge,increase infrastructure construction,and improve mechanical working conditions so as to realize the match between supply and demand in returning fields.