Households' willingness to reduce pollution threats in the Poyang Lake region, southern China

► High TN and TP from fertilizer use leads to water pollution of Poyang lake. ► Farmers were willing to mitigate pollution by reducing inputs and farming intensity. ► WTP is 802-956 CNY/ha per household, nearly 1/10 of annual income from farming. ► WTP is affected by farmer's dependence on lake for production and daily life.