Establishing a payment for environmental services scheme is an effective way to promote the process of cleaner production in livestock husbandry, and the determination of payment for environmental services standards is the key to constructing the scheme for cleaner production in livestock husbandry. Based on 1,629 survey data from 9 provinces of Hunan, Henan, Shandong, Hebei, Hubei, Jiangxi, Liaoning, Anhui and Heilongjiang, this paper uses the Heckman-ISM model to analyze the impact of pig farm households’ willingness to accept payment for cleaner production and the influencing factors of anticipated payment level. The study found that the size of the farmer, the operator, experience, perceptions about the payment for environmental services policy, the degree of specialization and the household structure can influence the level of compensation of the policy to some extent. In the influence mechanism of the anticipated level compensation, the awareness of the ecological value of cleaner production and cleaner production policy is the direct factors at the surface; the degree of specialization, government officials and non-local markets county are intermediate indirect factors, while gender, education level and urban residence are deep root factors. Based on these findings, this paper puts forward policy suggestions such as vigorously publicizing payment for environmental services for cleaner production in livestock husbandry.