Many studies have investigated energy utilization of crop straw; however, there has been little analysis in the literature from the perspective of willingness to accept compensation. This study is one of the first studies to introduce the variable trust into the Unified Theory of Acceptance and Use of Technology, and it mainly the factors influencing rural households' willingness to accept compensation for energy utilization of crop straw. The results show that a certain amount of compensation approximately 0.95%-1.62% of the average family annual income encourages households to participate in energy utilization of crop straw. This means that a reasonable compensation standard is an important means of coordinating the relationship between economic development and protection of the natural environment. This paper also finds that, in addition to the factors (time cost expectation, economic cost expectation, influence from persons with high education, influence from persons with high income) in the original Unified Theory of Acceptance and Use of Technology model, trust in neighbors, as one aspect of the interpersonal trust, and trust in village cadres, as one aspect of the institutional trust, all exert a significant influence on rural households' willingness to accept. This paper therefore recommends linking energy utilization of crop straw to broader attempts to strengthen trust. (C) 2018 Elsevier Ltd. All rights reserved.