Abstract: By making use of the microcosmic survey data of 1009 farmer households in 11 counties (districts) around Poyang lake area in Jiangxi province, this paper applies the descriptive statistics and a multiple Logistic model to conduct an empirical analysis of the effect evaluation priority of farmers’ wetland protection and publicity means and the influential factors. The results show that the priority order is as follows: firstly, broadcast and television, then plays being performed in the countryside, and lastly the special publicity columns. At least one of the three most effective means of publicity is significantly affected by such nine factors as whether or not being located in the natural reserves, the distance to the township government, the level of economic development, the per capita income in the village, the number of pure agricultural households, age, major source of income, family income level, and the trust to village leaders. Therefore, the governments at all levels and the relevant departments should attach great importance to the three kinds of publicity means when publicize the wetland protection policies, and the new medium in the era of “Internet +”, such as Weibo and WeChat, should be integrated into their work, so as to improve the publicity effects of wetland conservation ideas, policies, principles and means.

Key words: farmer household; wetland protection; priority order; multivariate logistic model