Based on the Mixed Logit model, the willingness-to-pay (WTP) for waste mobile phone recycling among college students in Beijing was investigated using a discrete choice experiment method. The research results three aspects of respondents' choices and WTP. (1) Their choices are positively affected by information security, recycling price, recycling method and payment method, and negatively affected by payment amount. (2) Respondents have the highest WTP for information security (30.04 yuan), followed by the recycling price (5.94 yuan) and payment method (4.41 yuan), and the lowest WTP for recycling models (2.87 yuan). (3) Personal socio-economic characteristics such as gender, annual household income, and the number of mobile phones held by respondents have significant impacts on their recycling WTP. The deeper the respondents' awareness of the environmental protection effect of waste mobile phone recycling, the more enthusiasm they have for the recycling behavior, the higher their participation in recycling, and the higher their WTP for recycling.