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 (WTP_e) 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 WTP_e 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 WTP_e for grass-fed beef than did other groups. 4) the maximum total consumer’s WTP_e 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 ha grassland in condition of 900 RMB per 1000 m². This amount doubled current compensation per capital given by the government. This WTP_e 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.