Abstract The maintenance of hydrological conditions in rural watersheds depends on the behavior of rural landowners regarding land use and vegetation cover protection. We analyzed the willingness of farmers from the Rio Doce basin to adopt voluntary forest restoration strategies and to bring their lands into compliance with Federal Law 12.651/2012. We applied a questionnaire to 30 landowners in the municipality of Governador Valadares and the surrounding region. The results indicate that 86% of the farmers acknowledge maintaining vegetation cover as highly important, highlighting benefits such as reduced erosion (86%) and increased discharge in springs (73%). Technical assistance for productivity (29.6%), donation of materials (22.2%) and economic incentives (22.2%) were identified as factors that increase the motivation of farmers to implement such practices. Agroforestry Systems were the most preferred modality (50%). The long-term presence of rural assistance organizations and the trust between them and landowners explain the dissemination of environmental notions and pro-conservation attitudes.