The mass media and the agricultural information service network cultivate the pro-environment values of the farmers imperceptibly, and then affect the pro-environment behavior of the farmers. Firstly, based on information dissemination cultivation theory, holistic plan behavior theory and belief-value-standard theory, pro-environment behavior theory model is constructed and tested by survey data of 542 sample farmer households of 19 counties of Gansu Province. The results show that the transmission of environment protection information can imperceptibly intensify pro-environmental value concept of farmers, that the pro-environment value outlook, behavioral attitude, subjective norm, perceived behavioral control, and the responsibility of farmers have a positive predictive effect on their pro-environment behavior, and that the scale of farmers' management and the level of specialization also have a significant positive impact on the pro-environmental behavior of farmers. China should raise the scale and specialization extent of production and management of the farmers, strengthen the training and education of the farmers on pro-environment value outlook, subjective responsibility awareness, knowledge and skills and so on, bring modeling behavior of rural cadres, Party members and able persons and so on into fully play, in order to effectively boost pro-environment behavior of the farmers.