Abstract: The popularization and application of environment-friendly technology constitutes vital support for advancing high-quality agricultural development. This study examines five commonly employed eco-friendly technologies in rice cultivation: soil testing and formula-based fertilization, straw incorporation into fields, green manure incorporation, light-based pest control, and the use of biological pesticides. Employing an ordinal probit model, the analysis investigates the influence of crop insurance and Internet usage on the adoption of eco-friendly technologies among farmers. Empirical findings highlight that purchasing crop insurance and utilizing the Internet significantly boost the adoption of eco-friendly technologies. Internet utilization can augment the effectiveness of crop insurance in encouraging eco-friendly technology adoption among farmers. Heterogeneity analysis reveals that younger and middle-aged farmers benefit more from purchasing crop insurance and utilizing the Internet for promoting eco-friendly technology adoption, compared to their older counterparts. Crop insurance demonstrates greater efficacy in encouraging eco-friendly technology adoption among cooperative-affiliated farmers, whereas Internet usage proves more impactful among non-cooperative farmers. These results suggest improving the crop insurance system, expanding rural Internet infrastructure, addressing specific challenges faced by elderly farmers in accessing crop insurance and the Internet, and actively encouraging cooperative membership among farmers.