<p>In recent years, the issue of marine litter has aroused wide public concern. Considering that there is huge uncertainty in individual valuation of public goods or services, the study uses a multiple bounded discrete choice questionnaire to investigate residents’ willingness to pay for marine litter management. The results show that the median willingness to pay for the scenario that changes the amount of marine litter from a high level to almost non-existent is 158.751 CNY per year in Qingdao. Additionally, the value-belief-norm theory is applied as the analytical framework to investigate the factors influencing residents’ willingness to pay and is found to be a good predictor of residents’ preference for participating in marine litter management. Residents’ willingness to pay is directly affected by personal norms and is indirectly affected by awareness of consequences, responsibility attribution, and new environmental paradigm.</p>