Abstract: 【Objective】 Farmers starting up businesses can provide a sustainable endogenous power source for the development of forest regions. Based on the main ideas and methods of entrepreneurship theory and behavior economic theory, this study analyzes the mechanism of farmers' entrepreneurship behavior from the perspective of their self-quality and governmental promotional incentives. This study quantifies the effect of various controllable factors on the entrepreneurial behavior of forest farmers, and identifies the key factors, thus providing the data and theoretical basis for establishing the incentive model for forest farmers. 【Method】 A questionnaire was used to collect the relevant data on Jiangsu forest farmers' entrepreneurship, design, and the survey data was used to build a relevant forest farmers entrepreneurial econometric model. 【Result】 Statistical analysis showed that: “whether or not a supporting incentive policy exists”, “the education level of the forest farmers”, “whether or not an entrepreneurial platform is available”, “whether or not received entrepreneurial training”, “establishment of business models” and “age”, were the most important factors with significant positive effects on the businesses; the effects of the factors “policy support capital” and “government investment in science and technology” were positive but not significant; “risk attitude” had the largest negative effect on the entrepreneurial behavior. 【Conclusion】 The government can begin with various approaches through education, training, business platforms and support measures, while supporting the establishment of entrepreneurial role models to establish entrepreneurial risk protection systems to improve the farmers' personal efforts to obtain the benefits, so as to improve the incentive mechanism for farmers. The government can improve the opportunities for farmers to receive higher education, provide free entrepreneurial guidance training, and set up a business exchange platform and multi-sectoral joint implementation of supporting incentives. If we strengthen a positive guiding governmental role, the forest farm business can be effectively promoted.