In this work, authors try to lay the methodological foundation of cost assessment of ecological products and service, which were free in Russian Federation. Transferring more and more products and services to market appeal as market objects means more effective and rational using them with different market mechanisms complexes. Current economic practice does not provide effective using of nature recourses such as water for economical subjects, who control it, and for recourse's consumers. On the basis of research in ten villages of Voronezh region authors reveal some significant reserves in improving effectiveness of the system. The essence of the method is necessity of meticulous research of all characters of resource's demand and revealing its extreme utility. On the basis of research's results were revealed that customer always wants to have more qualify product of service and pay higher price of them. In the job you can find specific example of using the method and some practical recommendations of its rational using. Authors suggest and substantiate the necessity of including the characters of ecological and economical effect and damage in the assessment of effectiveness of different vectors of development.