Abstract: Guiding the safe use of pesticides is of great significance for promoting the development of green agriculture and reducing the frequency of agricultural product safety incidents. Based on the 2022 survey data of family farms in Jiangxi Province, this study empirically analyzes the impact and mechanism of government service regulations on the willingness and behavior deviation of safe pesticide application in planting family farms. The results show that government service regulations can significantly reduce the probability of deviation in the willingness and behavior of safe pesticide application in family farms, and that different government service measures have heterogeneous effects on promoting the convergence of safe pesticide application behavior and willingness in family farms, i.e. the pesticide use technology training>government publicity>agricultural product quality certification services. This conclusion remains valid after robustness testing. The mechanism analysis shows that government service regulations promote the alignment of safe pesticide application behavior and willingness by enhancing the ecological value judgment, social value judgment, and economic value judgment of family farms. The heterogeneous results reveal that the impact of pesticide use technology training is more significant for family farms engaged in economic crops, and that government service regulations are more capable of promoting the transition of willingness to behavior for larger-scale family farms and Party member family farms. Therefore, it is recommended to strengthen the construction of grassroots government service functions, optimize the content of service regulations, improve service accuracy, adhere to demand-oriented services, and guide Party member family farms and larger-scale family farms to play a leading role as examples.

Key words: government service regulations, safe pesticide application, willingness and behavior deviation, family farms