Abstract: Farmers’ value cognition of soil and water conservation technology,not only reflects the farmers subjective understanding and acceptance of soil and water conservation technology, but also affects the effectiveness of soil erosion control and the process of the construction of the beautiful countryside. Given this，based on survey data of 1 152 farmers in Loess Plateau area，Heckman Selection Model was used in this paper to analyze capital endowment influencing on farmers value perception of soil and water conservation technology.The results showed that, the proportion of higher production value in soil and water conservation technology perceived by farmers was 13.89%, higher income value was 12.5%, higher ecological value was 19.01%.Farmers did not know highly about the value of soil and water conservation technology.（2）The factors that affect the farmers’ production value cognitive degree of soil and water conservation technology were mainly included in the level of education, the number of labor, the type of housing, the area of cultivated land, the village cadres, mutual trust and mutual help.The factors that affect the farmers’ income value cognitive degree of soil and water conservation technology were mainly included in the type of housing, mutual trust and mutual help.The factors that affect the farmers’ ecological value cognitive degree of soil and water conservation technology were mainly included in the number of labor, the type of housing, mutual trust，mutual help，information channels.