Abstract: To explore whether the income guarantee loan can promote the scale of rural land circulation, and solve the problem of rural financial repression, using the theory of planned behavior, this paper explored the influencing mechanism of financial institutions’ willingness to supply loan based on behavior attitude, perceived behavioral control and subjective norm, and then carried out an empirical study based on 316 bank clerks in 9 experimental regions in Sichuan province by using structural equation model. Results showed that financial institutions had higher sensibility to risk issues than profit motivation and expansion motivation, also concerned the improvement of supporting policies and the business condition of transferred land. The relevant departments should improve propaganda and persuasion about the loan of land transfer revenue assurance.