Abstract Accelerating the construction of an ecological civilization and a beautiful China is the strategic arrangement made by the 19th CPC National Congress. The introduction of the ecological lottery into the financing channels of ecological forestry is conducive to promoting the diversified development of ecological forestry fund raising methods and alleviating the government’s financial pressure. 407 persons in Shenyang City and Chaoyang City of Liaoning Province were surveyed by using the experimental method and the Mixed Logit model was used to analyze the preferences and WTP for the lottery, the empirical results show that: (1) The respondents have the highest preference and WTP on the using range of the public welfare in all the attributes of the lottery and their preference and WTP of the lottery bonuses are greater than that of the winning probability of lottery; (2) The way of the issuance of the lottery and the distribution of the public welfare fund has a less significant impact on the choice of respondents. (3) There are significant differences in preference and WTP between Shenyang and Chaoyang and there is no significant difference between the lottery player and non-lottery player samples. The results of this study provide a theoretical basis for the distribution and management of the ecological lottery, which has great significance on the diversified development of the ecological forestry financing channels.
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