<p>Amid escalating global resource pressures and ecological degradation, enhancing farmers’ willingness for sustainable production has become a cornerstone of agricultural green transition. Grounded in the framing effect theory, this study explores the mechanisms through which green information framing influences farmers’ sustainable production intentions, focusing on the effects of goal framing and temporal framing. The mediating role of perceived value and the moderating effect of green involvement are also examined. An experimental design involving 856 litchi farmers revealed that gain framing significantly enhances sustainable production intentions, with perceived value serving as a partial mediator between goal framing and behavioral intentions. Additionally, green involvement positively moderates the effect of goal framing. Although temporal framing did not show a direct significant impact, its potential interaction effects warrant further investigation. This study enriches the applicability of framing effect theory in agricultural contexts and provides empirical insights for optimizing green agriculture promotion strategies.</p>