Payments for ecosystem services (PES) programs in agriculture are designed to encourage farmers to adopt agro-environmental practices through financial or non-financial incentives. Using a choice-based conjoint (CBC) analysis, we measured public preferences regarding different constitutive attributes of PES (e.g., types of agro-environmental measures, conditions of payment, responsible institutions, intervention sites) that aimed to reduce pollution from agricultural sources and increase biodiversity in the agricultural landscapes of southern Quebec. The CBC analysis revealed a strong preference by the respondents for a reduction of pesticide dependency in their choice of attributes with regard to the proposed scenarios. By carrying out PES scenario simulations, this study demonstrates that there is a ten times higher willingness to pay for pesticide reduction scenarios than for scenarios aiming to restore hydric resources such as wetlands and riparian-zones. In addition, this study finds a mixed interest in PES programs since ecosystem services generated by agro-environmental practices seem to be misunderstood by the public. Therefore, pesticide reduction could be used as a strategy for financing PES initiatives that are socially acceptable while bringing farmers flexibility in their choice of agro-environmental practices. In this way farmers can achieve pesticide reduction goals while promoting a bundle of ecosystem services.

农业中的生态系统服务（PES）计划付款旨在鼓励农民通过财政或非财政激励措施采取农业环境措施。使用基于选择的联合（CBC）分析，我们测量了公众对PES不同组成属性的偏好（例如，农业环境措施的类型，付款条件，负责任的机构，干预场所），旨在减少农业来源和农业的污染。增加魁北克南部农业景观中的生物多样性。CBC分析显示，受访者强烈希望减少农药对拟议情景的属性选择。通过进行PES情景模拟，这项研究表明，与减少旨在恢复湿地和河岸带等水力资源的方案相比，减少农药方案的支付意愿要高十倍。此外，由于农业环境实践产生的生态系统服务似乎被公众误解，因此本研究发现对PES计划的兴趣喜忧参半。因此，减少农药可被用作为社会上可接受的PES计划提供资金的战略，同时使农民在选择农业环境实践时具有灵活性。这样，农民可以在促进一系列生态系统服务的同时实现减少农药的目标。由于农业环境实践产生的生态系统服务似乎被公众误解，因此本研究发现对PES计划的兴趣不一。因此，减少农药可被用作为社会上可接受的PES计划提供资金的战略，同时使农民在选择农业环境实践时具有灵活性。这样，农民可以在促进一系列生态系统服务的同时实现减少农药的目标。由于农业环境实践产生的生态系统服务似乎被公众误解，因此本研究发现对PES计划的兴趣喜忧参半。因此，减少农药可被用作为社会上可接受的PES计划提供资金的战略，同时使农民在选择农业环境实践时具有灵活性。这样，农民可以在促进一系列生态系统服务的同时实现减少农药的目标。