Abstract: Taking priority development areas, agricultural producing areas and priority ecological reservation areas in Hubei province as examples, and applying Hicks demand function model, this paper tried to simulate farmland ecological compensation policy with a hypothetical market condition to calculate farmers’ willingness to accept the compensation, the influencing factors, and heterogeneity of it, aiming to help the Government to construct better farmland ecological compensation policy and mechanism based on function concentrations of different areas. Results show that 1) farmers’ willingness to accept the compensation will grow with economic growth and limited planning controls; 2) farmland ecological compensation standard could exceed farmers’ average willingness to accept, in other word, farmers’ willingness to accept (WTA) in priority development area, agricultural producing areas and priority ecological protect area are 7 821.45 9 421.05, 6 936.30-8 608.05 and 3 017.10-3 775.65 yuan/(hm2·a), respectively; 3) farmer’ gender, education, farm size, land contracting managerial authority, land circulation and farmers’ perception of climate regulation, water supply, erosion control and sediment retention, leisure entertainment value, cultural value, biological control have positive influences on their willingness to accept; and 4) farmer’ age and income levels have a negative impact, meaning that farmers’ participation willingness will increase with high level of understanding of farmland functions and high level of dependence on farmland for living.