Abstract: After the implementation of clean heating in the rural areas of the Fenwei Plain, it is difficult to use it sustainably. In this paper, we explore the countermeasures and suggestions for categorical policies by studying the structural equation and simulating the effect of guiding policies on rural households in different housing categories. The results show that: 1) The unity of intention and behavior is an important prerequisite for the sustainable adoption of clean heating. 2) The thermal insulation performance of rural houses has an important moderating effect on the influence of guiding policies on farmers' willingness and behavior. 3) For farmers with good thermal insulation performance, the publicity and operation of subsidy policies have a positive impact on their willingness and behavior, which is conducive to the unified development of their willingness and behavior for clean heating, and to achieve the continuous adoption of clean heating. 4) Farmers with poor thermal insulation performance of rural houses, the publicity policy can't improve the willingness and behavior of farmers, the operation subsidy policy is not enough to compensate all the clean heating costs of farmers, so it only positively affects their willingness. And the supervision policy will cause the deviation between willingness and behavior, therefore, on the basis of the operation subsidy and publicity policy, it should also subsidize the energy efficiency improvement and transformation of their rural houses, so as to promote the consistency of their willingness and behavior and the continuous adoption of clean heating.