Based on the survey data of 1 457 farmers in Sichuan Province, the influence of social capital on farmers’ technical fertilization behavior was empirically examined, and the influence of green cognition on farmers’ willingness was analyzed to improve production and their influence on the decision of technical fertilization behavior. The results show that channel trust, social responsibility consciousness and green agricultural technology cognition have a significant influence on the willingness to improve production behavior. Social network, environmental pollution cognition, green agricultural technology cognition and production behavior improvement willingness have a positive influence on technical fertilization behavior, and a significant positive influence on technical fertilization behavior. Therefore, it is necessary to improve the channel trust of farmers, expand the social network of farmers, increase the quality and quantity of information acquisition, improve the social capital of farmers in multiple dimensions, strengthen the green cognition and technical production behavior willingness, and promote the adoption of farmers' technical fertilization behavior.