The analysis of the willingness of individual farmers to cover costs is an important basis for measuring the economic value of agricultural non-point pollution management， and determining the ecological and economic value of rural surface pollution control is a necessary measure to internalize the externalities of agricultural production. Based on the analysis of the hierarchy of factors influencing the cognition of farmers， this study constructed a theoretical framework based on distributed cognition theory to analyze their willingness to pay for agricultural non-point source pollution control from the perspective of individual farmers. On the basis of this framework， we used the Double-Hurdle model to empirically test the overall process of farmers'willingness to pay and their willingness to pay the amount for agricultural non-point source pollution control by combining 531 microscopic research datapoints in Guanzhong， Shaanxi Province. The results showed that： ① the number of farmers with willingness to pay for agricultural non-point source pollution control was 267， accounting for 50.30% of the total sample， and the average value of willingness to pay was 1 469.77 yuan·hm-2； the total economic value of agricultural non-point source pollution control in Shaanxi Province in 2020 was estimated to be 5.791 billion yuan based on the expected value of the willingness to pay level of the research sample. ② Farmers'willingness to pay for agricultural non-point source pollution control was influenced by the combined effects of personal， regional， and cultural forces， and the effects of each dimension were similar； farmers' willingness to pay for agricultural non-point source pollution control was mainly influenced by the cultural force factor， and the effects of personal and regional forces were very limited. ③ The results of the regressions by income level showed that personal and cultural strengths had a significant impact on the willingness to pay among the low-income group but did not contribute to the increase in the willingness to pay.
Keywords: Double-Hurdle model; agricultural non-point source pollution control; distributed cognition; willingness to pay amount（WTPA）; willingness to pay（WTP）.