Failure of land markets to account for environmental amenity benefits may lend support to public policies to protect agricultural land. The contingent valuation method is employed to estimate willingness to pay for such amenities in Greenville County, South Carolina. Marginal household amenity benefits were estimated at $.06 per thousand acres using a payment card in a mail survey with 53 percent response. Bid payment vehicle was found not to significantly influence bids received. The informational structure of the contingent market was found to influence valuation responses, reinforcing the hypothesis that respondents react to alternative contingent market structures. The relationship between contingent market structure and directional effects upon responses is an important area for future research.