Abstract: Based on the survey data of 470 poultry farmers in Jiangxi Province and the theory of planned behavior, the multivariate Logistic regression analysis model was built, and the marginal effect analysis of significant variables was conducted to effectively analyze the influencing factors of ecological breeding willingness and behavior deviation of poultry farmers. The results showed that with the development of economy and society, people paid more attention to health, safety and environmental protection, and the proportion of farmers with ecological breeding willingness and behavior was increasing, but there was still a deviation between willingness and behavior. Among them, the subgroups with the female, 31 to 40 years old, unmarried, junior high school and high school or technical secondary school education, and the monthly income of 2 000 yuan and less were more likely to deviate from their willingness and behavior than other similar subgroups. Based on positive coincidence events, gender, energy input, mood, influence of surrounding relatives and peers, market regulation, convenience, and past habits significantly affected the ecological breeding willingness and behavior deviation of farmers, among which gender, energy input, market regulation would expand the deviation, while other factors reduced the deviation. Accordingly, some suggestions were put forward, such as strengthening the training of breeding technology to improve the awareness level of ecological breeding of farmers, strengthening the positive policy incentives to enhance the willingness of farmers for ecological breeding, and increasing the cost of default to restrain the negative external behavior of farmers.

Key words: ecological breeding, willingness and behavior, deviation, influencing factors