Abstract: The high-quality development of fruit planting insurance is critical for farmers' risk management and the national policy system to support agriculture and it is also of great significance to increasing farmers' willingness to pay for fruit-specific planting insurance. Based on a survey data of main pear producing areas, this study estimated farmers' willingness to pay and their preferences for pear planting insurance under different coverage level by the Contingent Valuation Method and the Tobit model and explored the factors affecting farmers' willingness to pay. Results show that 91.39% and 92.00% of farmers were willing to buy pear planting insurance under two coverage levels of 45 000 yuan/hm² and 75 000 yuan/hm², respectively, and the average willingness to pay is 1 086.60 yuan/hm² and 1 780.47 yuan/hm², respectively. That is, the proportion of farmers willing to purchase insurance increased but the average amount paid by farmers decreased after raising the coverage amount. For the factors affecting farmers' willingness to pay, the marginal influence of agricultural insurance purchasing experience is the highest, followed by the proportion of pear net income, the perceived importance of pear cultivation insurance, and the perceived severity of natural disasters. While other personal and business characteristics such as education level, health status, per capita net, and the average pear cultivation scale have some significant positive impacts on the willingness to pay for insurance, and the risk characteristics and insurance characteristics have greater impacts on the willingness to pay for high coverage level insurance than that for low coverage level products. Farmers' perceptions of the importance of pear insurance, their experience in purchasing agricultural insurance, and their knowledge of agricultural insurance differed significantly in influencing their willingness to pay for insurance at different coverage levels. Therefore, this paper suggests that the local government should orderly carry out pilot projects of specialty fruit insurance according to the characteristics of farmers and the level of insurance development in different regions, and gradually improve the level of insurance coverage. In addition, improving farmers' ability to obtain risk information and insurance cognition, fundamentally stimulating farmers' intrinsic demand for specialty fruit insurance, and implementing differentiated agricultural insurance subsidy policies to match the subsidy efficiency with the agricultural insurance development goals in different periods are very important.