Abstract: Farmland protection is a pressing issue in China’s major agricultural regions because of the strategic importance of these regions for national food security. This study quantified the appropriate ecological compensation criteria for farmland protection by way of estimating farmers’ opportunity cost and willingness to adopt environmentfriendly farming practices. Based on survey data collected from Jingsan County, Hubei Province, a Tobit model was constructed to identify factors affecting farmers’ willingness to accept (WTA). The result showed that with appropriate economic compensation for farmland protection, 77.1% and 64.7% of the surveyed households were willing to reduce usage of fertilizers and pesticides. When the reduced rates of fertilizer and pesticide increased from <10% to >50%, farmers’ opportunity costs of production respectively increased from 1198 and 5850 yuan to 9698 and 9750 yuan per hectare per year, and their WTA increased from 4750 and 7313 yuan to 9781 and 12393 yuan per hectare per year. Farmers’ opportunity cost and WTA in reducing pesticide inputs were larger than those in reducing the same rate of fertilizer inputs, and in each case farmers’ WTA was greater than their opportunity cost. A farm’s distance from township, farmers’ knowledge about the ecology of farmland, and their expectation to improve the ecological environment of farmland had positive, significant effect on the farmers’ WTA to reducing fertilization, while farmers’ education level and the overall economic condition of the village had significantly negative effect. The proportion of agriculture income, farmers’ knowledge about the ecology of farmland, and their expectation to improve the ecological environment of farmland had positive, significant effect on the farmers’ WTA to reducing pesticide, while household’ cash income and the overall economic condition of the village had significantly negative effect.