Abstract: Ecological cultivation improves the quality of land elements by filling the gaps in traditional agricultural production and serving as a new source of green agricultural development. In-depth research on the regularity and behavioral effects associated with the decision-making of farmers’ adoption of ecological farming holds significance for high-quality agricultural development. This study empirically analyzes the influencing factors and the income and ecological effects of farmers in Jiangxi Province adopting soil testing formula fertilization technology based on a survey data and the endogenous transformation regression (ESR) model. Results show that: 1) The decision of farmers in the survey area to adopt ecological cultivation is influenced by various factors: the older the farmers, the higher the proportion of agricultural income; and the worse the farmland conditions, the more inclined they are to adopt ecological cultivation; 2) Ecological farming impacts significantly both the income and ecological effects of farmers. Agricultural income will increase by 1.362% and the amount of fertilizer applied will decrease by 1.261% if households currently not adopting the soil testing formula for fertilization would decide to adopt it. And 3) there are significant differences in the income effects of ecological farming among different farmers. The income effect of low endowment farmers is improved, with the overall trend being a gradual increase; however, the income effect of high endowment farmers is reduced. Adoption inhibits the ecological effects of low fertilization farmers and increases those of high fertilization farmers, with the overall trend being a gradual increase. Based on the above findings, this study puts forward the following countermeasures and proposals: formulating differentiated promotion policies for different types of farmers to comprehensively promote the use of formula fertilizers, and demonstrating and guiding new business entities.