We analyzed the relationship between the conservation behavior of farmers and their environmental attitude and knowledge, whilst controlling for exogenous socio-economic factors. We employed the structural equation model with cross-sectional data from 442 farmers from the Guanzhong Plain of China. Results showed that local farmers generally possessed a positive environmental attitude and undertook considerable conservation action. Conservation behavior was directly affected by environmental attitude and indirectly by environmental knowledge (via attitude). Social networks, farm size, land rights, age and incentives were significant exogenous explanatory variables. Thus, understanding the importance of socio-behavioral characteristics, including the environmental attitude and knowledge of farmers, is important for the development of farmland conservation policies. Specifically, farmers in this area were found to significantly depend on each other for information on farmland conservation practices. Thus, role model farmer discussions, dissemination of environmentally friendly techniques via social networks and the rewarding of environmentally friendly behavior among farmers should be used to encourage ongoing restoration endeavors, and thereby help mitigate environmental degradation.