Farmers’ Willingness to Pay (WTP) for Reducing Agricultural Non-point Source Pollution: Based on the Empirical Analysis of 453 Farmers

With the rapid development of modern agriculture, agricultural non-point source pollution becomes increasingly serious in China, improving farmers’ environmental protection consciousness plays a very important role in the reduction of agricultural non-point source pollution, and the WTP of Farmers for controlling agricultural non-point source pollution strongly reflects the strength of their environmental protection consciousness. Therefore, this investigation and study choose rural areas of five counties from Chongqing city and Zhejiang province as our sample, respectively make interview survey with the WTP (money or voluntary work) of farmers for improving local water and soil quality. Based on the statistical analysis of survey data, this study also takes empirical test and analysis with the influence factors on the WTP of farmers for reducing agricultural non-point source pollution. The analysis and conclusions of this research provides the supports in theory and practice for optimizing farmers’ behavior, promoting the management of agricultural non-point source pollution and implementing new rural construction goal.