Abstract: Based on survey data of fruit planting farmers in Qixia City, Shandong Province, structural equation model was used to empirically analyze influencing factors of fruit farmers' willingness and behavior to produce circular agriculture from three aspects of perceived benefits, perceived costs and external forces．Results showed that, perceived benefits and external forces had a positive impact on farmers' willingness and behavior in circular agriculture production, and effect of perceived benefits was higher than that of external forces．Perceived costs had a negative impact on farmers' willingness and behavior in circular agriculture production．Willingness to produce circular agriculture had a significant positive effect on production behavior of circular agriculture．In order to promote circular agriculture production behavior of fruit planting farmers, following three measures should be taken: providing training to enhance farmers' awareness of circular agriculture and enhance their perceived benefits; promote and reduce perceived costs; strengthen policy assistance, provide incentives and subsidies, and promote stable and far-reaching policy implementation．