Due to accelerated urbanization and the lack of positive perception of wetland ecosystem services, urban wetland ecosystems have been severely altered in China. It is crucial to understand public perception and willingness to participate in urban wetland conservation. This study aims to better insight into the public perceptions and willingness to pay (WTP) for urban wetland conservation and the influencing factors in China. Results from a questionnaire survey of 377 residents in Jiaxing city showed the public has little knowledge of wetland ecosystem services. The respondents knew little about the ecological services of urban wetlands except for the environmental purification and leisure functions. Gender, age, and educational levels of respondents significantly affect their perception. Results from the contingent valuation survey indicated that 57% of respondents were reluctant to pay for the urban wetland conservation program (WTP=0). It was generally accepted by respondents that protection and management of urban wetland be financed by the government. The result of binary logistic regression displayed that respondents’ perception was the most significant factor affecting their willingness to pay for wetland conservation programs. Results of this study provided inspiration for the design of long-term mechanisms for urban wetland conservation in China, such as exploring and establishing the public participation mechanisms of wetland conservation.