Abstract: Willingness and behavior of agricultural insurance participators reflect the potential and effective demands of farmers. Hence, the willingness and behavior of farmers are inconsistent, since the influencing factors of farmers' willingness and behavior may be different. Based on the field survey in 3 major cotton production counties, this paper analyzes the difference and the influencing factors of cotton growers' willingness and behavior. The results show that cotton growers' willingness is lower than the actual participation. And the influencing factors of cotton growers' willingness and behavior to participate in agricultural insurance in Xinjiang have both similarities and differences. The results also show that cotton growers have a potential demand for agricultural insurance products that can cover both natural risks and market risks. Therefore, cotton growers' willingness of insurance demand should be highly valued and readily marketable insurance products should be developed.