Abstract: Farmer is the major subject of agricultural non-point source pollution. Their participation in nonpoint source pollution control and undertaking part of the management cost is one of the most effective ways to reduce agricultural non-point source pollution. According to surveys on farmers in Chongqing of the Three Gorges Reservoir area,we employed PCE semi-parametric model to make an empirical analysis on farmers’ willingness to pay for non-point source pollution reduction and its influencing factors. Results show that the average of farmers’ willingness to pay for non-point source pollution reduction is 295.05 yuan/hm². The positive influencing factors include farmers’ education level,their understanding of non-point source pollution and its sources,their investment in agricultural chemical products and their attitudes towards the consequences and the reduction of nonpoint source pollution. Therefore,when designing non-point source pollution reduction policies,the government should focus on improving farmers’ education level,strengthening farmers’ knowledge about nonpoint source pollution,reducing pesticides and chemical fertilizer and increasing farmers’ awareness of environmental protection and social responsibility.

Key words: non-point source pollution, piecewise-constant exponential model, willingness to pay, Three Gorges Reservoir area