Abstract: In essence, farmers’ participation in the agricultural production standardization is part of the agricultural modernization in China. Farmers’ willingness to participate in agricultural production standardization will directly affect the process, direction, and the speed of agricultural modernization. From the expected cost and income perspective, this paper analyzes the relationship between agricultural production standardization and agricultural modernization, suggests the new connotation of agricultural production standardization under the background of upgrading agricultural industry, and constructs a theoretical model of farmers’ willingness to participate in agricultural production standardization. This paper also applies the model to conduct the empirical analysis for the survey data of 297 rural households from 11 counties(cities) in Sichuan Province. Results show that the production behavior characteristics is the most important factor in the farmers’ willingness to participate in agricultural production standardization. The costs and risks of production standardization have some significant negative impacts. But the increased yield and quality from the production standardization have some significant positive impacts. Therefore, this paper suggests that 1) improving the production conditions of agricultural standardization; 2) strengthening the depth of cooperation among agricultural scientific research institutions and seed enterprises; 3) cultivating new varieties; 4) improving the yield of agricultural production standardization; 5) reducing production costs of agricultural production standardization, 6) encouraging ‘agriculture supermarket docking’, and 7) reducing the circulation link and realizing the high price of the products from agricultural production standardization.