It is crucial to achieve the goal of “carbon neutrality” and to increase the income of farmers by promoting large-scale hog farms’ participation in carbon trading. Based on the theory of planned behavior and taking the household biogas CCER project as an example, this paper analyzed the influence of the perceived value on large-scale hog farms’ participation in the household biogas CCER project by the Heckman selection model and explored the possible ways to reduce agricultural carbon emission and to increase farmers’ income. Results show that the market value perception of large-scale hog farms needs to be strengthened, while approximately 93.21% of the sample are willing to participate in the household biogas CCER project, and their average expected carbon price is 15.26 RMB/t. Further empirical analysis shows that market value perception contributes to improving the large-scale hog farms’ willingness of participation, while non-market value perception increases the expected carbon price of large-scale hog farms after their participation in the agricultural carbon trading project. Large-scale hog farms intended to expand their production and operation scales in the future, with internet access to home or with higher village identification are more likely to be influenced by the market value perception, and thus show a stronger willingness to participate in the agricultural carbon trading project. While hog farms intended to expand their hog production scale in the future and with a lower degree of village identification are more likely to be influenced by non-market value perceptions, and thus show a higher degree of expected carbon price. Therefore, it is necessary to pay attention to the important role of value perception and the targeted advocacy of the value of the agricultural carbon trading project in a targeted manner to ensure better promotion of the project in rural areas.