Ecological Compensation Standard for Pesticide-Reduction Behavior of Chinese Vegetable Growers—Based on the Contingent Valuation Method and Heckman Two-Stage Model

Promoting pesticide reduction is a key step toward green vegetable production and ecological safety. Based on survey data collected from 356 leek growers in Weifang City—the largest facility-based vegetable production base in Shandong Province—this study empirically estimates the ecological compensation standard associated with pesticide-reduction behavior. The estimation employs a contingent valuation method (CVM) using non-parametric kernel density estimation for conditional value assessment, combined with the Heckman two-step model to address potential sample selection bias. The results show that 79.3% of respondents are willing to participate in an eco-compensation program for pesticide reduction; the main reason for refusal is “the higher reduction costs and lower profits”. The expected compensation level ranges from 614.94 to 620.57 yuan per mu (1 mu is approximately 0.165 acres) per year. Gender, share of Chinese chives (Allium tuberosum) income, trust in extension agents, and government penalties for excessive spraying significantly raise the required compensation, whereas age and knowledge of eco-compensation significantly lower it. Therefore, a sustainable compensation scheme co-driven by government and market should be established, combining cash, technical and in-kind support, and adopting tiered compensation schemes that reflect different reduction intensities.