Agroecosystems provide several agroecosystem disservices, among which diffuse nutrient pollution is one of the most significant, mainly due to its negative impacts on surrounding ecosystems, such as coastal ecosystems. Therefore, the implementation of agricultural measures to mitigate nutrient pollution might become a way to overcome this environmental challenge. However, proper implementation requires both a cost-effectiveness assessment and social support. This paper aims to value the social demand for agricultural measures to mitigate nutrient pollution and the benefits gained in the surrounding ecosystems from their implementation. Additionally, the demand preference heterogeneity is assessed. Measures proposed by a law intended to mitigate diffuse nitrate pollution in the Campo de Cartagena catchment area (south-eastern Spain) and thereby restore one of the main coastal lagoons in the European Mediterranean Sea, the Mar Menor, are used as a case study. A choice experiment and latent class mixed logit were employed to disentangle heterogeneous social preferences. Despite the fact that preference heterogeneity was revealed regarding the proposed agricultural measures, strong preferences linked to the restoration of the Mar Menor were shown by all the distinct classes. The socioeconomic benefits derived from the measures along with the expected environmental benefits from the restoration of the surrounding ecosystems exceed the farmers' costs for their implementation. Consequently, the results provide guidance to policy makers in the establishment of socially supported strategies for agricultural nitrate pollution mitigation.

农业生态系统提供了多种农业生态系统损害，其中弥散养分污染是最重要的一种，主要是由于其对周围生态系统（如沿海生态系统）的负面影响。因此，实施减轻养分污染的农业措施可能成为克服这一环境挑战的一种方式。然而，正确实施需要成本效益评估和社会支持。本文旨在评估社会对减轻养分污染的农业措施的需求以及从这些措施的实施中获得的周边生态系统的收益。此外，还评估了需求偏好异质性。一项旨在减轻坎波卡塔赫纳集水区（西班牙东南部）的弥漫性硝酸盐污染，从而恢复欧洲地中海主要沿海泻湖之一的马尔梅诺湖的法律提出的措施被用作案例研究。选择实验和潜在类别混合逻辑被用来解开异质的社会偏好。尽管在提议的农业措施方面显示出偏好异质性，但所有不同类别都表现出与恢复 Mar Menor 相关的强烈偏好。这些措施带来的社会经济效益以及周边生态系统恢复带来的预期环境效益超过了农民实施这些措施的成本。最后，