Abstract: This study aims to confirm Jasminum sambac farmers' willingness to accept (WTA) eco-compensation value and the main influencing factors by using the multinomial logistic regression. Taking Jasminum sambac farmers in Fuzhou as respondents, we applied contingent valuation method (CVM) to measure the farmers' WTA eco-compensation value in 2013. Data analysis revealed that the lower limit, upper limit and average value were 23 868.84, 30 723.60 and 27 296.22 yuan/ (hm²·a), respectively. Logistic regression model analysis showed that the most important factor affecting the farmers' WTA eco-compensation value is non-agricultural income. The age and educational level of famers and their awareness of the level of production reduction of organic Jasminum sambac can be considered as important influencing factors on farmers' WTA eco-compensation value, while other factors had no significant effect on it. In addition, in order to maintain the ecological environment of the Jasminum sambac planting, guarantee the quality of agricultural products and improve the international competitiveness of agricultural products, government should act as the leading role by establishing and intensifying a long-term mechanism of agro-ecological compensation. This would further perfect the agro-ecological economic compensation mechanism of Jasminum sambac industry in Fuzhou for a cultural heritage protection.