Geographical indication brand can effectively convey the market information of agricultural products and encourage farmers’ green production to improve the quality and safety of agricultural products. The environmental benefits of geographical indication brand participation were estimated using PSM with the amount of fertilizer and pesticide inputs per unit area using survey data from 1193 rice growers in Hubei Province. The results show that： 1） the factors affecting the participation of rice farmers in geographical indication brands are mainly the age of the household head， education level， household income， production scale， quality of cultivated land， form of production organization， rice price， and pesticide residue detection； 2） Geographical indication brands can reduce the use of fertilizer of rice farmers by 16.29~16.90 kg/mu， and the use of pesticides is 17.64~18.19 g/mu. 3） Geographical indication brand participation mainly affects farmers’ current and future market earnings through brand premium and maintenance， and then helps reduce fertilizers and pesticides to improve the quality and safety of agricultural products. Therefore， it is recommended that more green geographical indication brands should be built to synergistically promote the branding of agricultural products and the reduction of fertilizer and pesticide. We need to enhance farmers’ awareness of brand maintenance， and improve the market mechanism of green agricultural products.