Abstract: The total economic value of natural resources includes use value and non-use value. The non-use value of biodiversity mainly consists of the services in aspects of environment and ecological systems. Evaluating the non-use value of biodiversity has significances to biodiversity conservation and sustainable use. In this case study，the contingent valuation method（CVM）was used to evaluate the non-use value of the biodiversity in the Radial Sand Ridge Field of Southern Yellow Sea . A questionnaire of payment card CVM was developed for the survey study, which was designed with two guidance modes: one was to allow “WTP=0” and to pay by individual person; the other was to avoid “WTP=0” and to pay by household unit. Then the study calculated the residents’ willingness to pay（WTP）for biodiversity conservation, explored the factors influencing the public WTP, and their impacts were assessed through Logistic Regression Model and bivariate correlation analyses. The study was based on 452 questionnaires for local residents, of which 383 were returned as valid ones. The results showed that，in the case of allowing “WTP=0” and the individual unit to make payments, the average WTP for biodiversity conservation is 96.2 Yuan per year; If replaced by avoiding “WTP=0” and the family unit to make payments, the average WTP is 232.96 Yuan per household. Taking the total population of six counties or districts along the sand ridges as the overall sample，the non-use values of biodiversity ranged from 5.32 to 5.9 × 108 Yuan per year. The statistical analysis results indicated that the WTP was mainly affected by household income and level of understanding of marine species diversity and environment awareness，of which income was the dominant one.