The Guizhou province in southern China is a typical karst region that is highly affected by environmental degradation and needs to implement sustainable ecological restoration programs. This paper first conducted a willingness to pay extra (WTPe) survey for provisioning services of grassland based on consumers’ preference to grass-fed cattle or lamb production process to check public concerns over rural grassland and the potential of compensation foundation collection. Results show that: 1) the WTPe for grass-fed beef production was RMB 16.51±4.81/kg, or for grass-fed lamb was RMB 34.24±7.37/kg which was not trivial to land use decision making; 2) as much as 83.6% of urban citizens acknowledge their preference for grass-fed meat production than high-energy-diet meat and 55.7% even declare they would shift their eating habit from traditional meat of pork to grass-fed meat like beef or lamb; 3) respondents with middle income and moderately educated level showed dramatically higher WTPe for grass-fed beef than did other groups. 4) the maximum total consumer’s WTPe for grass-fed meat production was predicted to RMB 10.38 x 109 per year in the target province which equals to a capacity in sustaining 1.15 x 106 h a g rassland i n c ondition of 9 00 R MB p er 1000 m 2. This amount doubled current compensation per capital given by the government. This WTPe with intention to sustain grassland for meat production process has the capacity to transfer food safety demand of urban consumers to a guidance for rural land use behavior via their economic action. Through this mechanism, a control switch for ecological restoration can be built through the market to avoid overproduction or insufficient production of grass-fed meat.