Based on the successful experience of pesticide reduction in China. This study uses survey data from Hubei Province to measure farmers’ preferences for pesticide reduction technologies considering their needs, and compare the heterogeneous factors influencing farmers’ adoption decisions. The results show that larger-scale farmers prefer drone services and efficient machinery, while smaller-scale farmers prefer scientific standards and biopesticides for pesticide reduction. Second, farmers’ adoption behavior of pesticide reduction technologies is mostly influenced by education, risk attitude, income, agricultural labor, scale, rice price, residue testing, brand, training, subsidy, and demonstration. Among them, education, risk attitude, scale, rice price, cost, and training significantly affect farmers’ adoption level of multiple pesticide reduction technologies. Further, higher rice prices and participation in training could promote the use of pesticide reduction technologies on a larger area by farmers. Therefore, the real needs of farmers should be focused on the promotion of pesticide reduction technologies. And pesticide reduction programs in different regions should carry out precise intervention policies. These findings can provide practical policy guidance for effective pesticide reduction in developing countries.