The paper analyzed the farm households' decision-making progress of soil & water conservation and its two-stage conceptual model. It also discussed the impacts of rural land market on the farm households' behavior of soil & water conservation. Given that, the article established models for the relations between the land market and soil & water conservation, and the models' parameters were estimated with Heckman's two-stage approach by using the farm household questionnaires in Xingguo, Shangrao and Yujiang counties of Jiangxi province. The paper analyzed the impact o f rural land market on farm household's behavior of soil & water conservation and its regional difference with the result of model estimation. The results show that the perception of soil & water loss and the tax & fee on the farm land have significant influence upon the soil and water conservation from the view of the population; however, because of different social and economic condition, and soil & water loss, there are differences of the influence among the three sample counties. These differences go as follows in detail: In Xingguo County, the rent-in land area and its cost have remarkable effect on the farm households' soil & water conservation behavior; In Yujiang County, the rent-in land area, rent-in cost and rent-out land area remarkably influence the farm households' behavior of soil and water conservation, with the influence of the rent-in land area being greater than Xingguo County; In Shangrao County, only rent-out land area has significant influence on the behaviors of soil & water conservation; In all samples, Xingguo County and Yujiang County samples, the rent-out income has no significant influence on the farm household's decision-making behavior soil and water conservation. Finally, the paper put forward some suggestions on how to bring the soil & water loss under control and use land resource in sustainable ways.