Abstract: Land ownership adjustment is an important part of rural land consolidation project, and also an important tool to solve cultivated land fragmentation. Through making the fragmented contracted land centralized in one place, land ownership adjustment attempts to improve the fragmented status of farmers’ contracted land which caused by household contract responsibility system. Taking the rural land consolidation area in Jiangxia district, Xian’an district and Tongshan county of Hubei province as a study area, binary Logistic regression model was employed to analyze the effect of cultivated land fragmentation on farmers’ willingness to land ownership adjustment in rural land consolidation based on data from a farming household sampling survey. Results indicated that the number of parcels had a significant positive impact on the farmers’ willingness to land ownership adjustment. The per capita contracted land area and the degree of worry about the consequences of land ownership adjustment had a significant negative impact on the farmers’ willingness to land ownership adjustment. Farmers’ attitudes towards agricultural modernization had a significant positive impact on the farmers’ willingness to land ownership adjustment. Therefore, pay enough attention to the number of parcels in prompting farmers’ willingness to land ownership adjustment in rural land consolidation. By replacing the land with other farmers, and then merging and leveling, the number of parcels is reduced, and at the same time to increase the average area of parcels and reduce the average distance between parcels, and the degree of cultivated land fragmentation is finally reduced. Moreover, attaching great importance to the publicity of land ownership adjustment policy and the formulation of land ownership adjustment plan through intensive consultation with farmers to dispel misgivings about land ownership adjustment.