Dichotomous choice contingent valuation probability distributions

Parametric distributions applied to dichotomous choice contingent valuation data invoke assumptions about the distribution of willingness to pay that may contravene economic theory. This article develops and applies distributions that allow the shape of bid distributions to vary. Alternative distributions provide little, if any, improvement in statistical fit from commonly used distributions. While median willingness to pay is largely invariant to distribution, estimates of mean consumer surplus diverge widely. Sensitivity analysis to determine benefit measure response to distributional assumptions is essential to prevent erroneous policy advice from applied dichotomous choice research.     

The citizen versus consumer hypothesis: Evidence from a contingent valuation survey

This paper examines the criticism of contingent valuation put forth by Blamey, Common and Quiggin ( Australian Journal of Agricultural and Resource Economics , 1995, vol. 39, pp. 264–288). They argue that households have consistent preferences over private goods but not jointly consistent preferences over public and private goods and, hence, contingent valuation cannot uncover meaningful responses for the valuation of public goods. In this paper we argue that the motives that are manifested in choices for public goods can be explained in two ways. One is the model of the citizen, proposed by Blamey et al . (1995). The second is a model of neoclassical preferences with altruism. Given these alternative and competing explanations of choices for public goods, what matters is whether they imply differences in willingness to pay for public goods. We provide statistical evidence from a contingent valuation study of the control of deer in the USA that there is no difference in willingness to pay between those who profess 'citizen' or altruistic preferences and the rest of the presumably purely private respondents.     

Recreational demand for farm commonage in Ireland: A contingent valuation assessment

This paper measures willingness to pay (WTP) for public access and trail improvements on commonage farmland for recreational walking in upland and lowland areas of Connemara region in the West of Ireland using the contingent valuation method (CVM). Common to both upland and lowland commonage sites was the much higher ranking for infrastructural features by those WTP for scenario implementation compared to those preferring the status quo. Results for those expressing a positive WTP reveal a median willingness to pay (MWTP) for formal access with improved trail infrastructure of €12.22 for the lowlands compared with €9.08 for the uplands.     

Valuing Australian botanic collections: a combined travel‐cost and contingent valuation study*

Economic values of biological collections in three Australian botanic gardens in Canberra, Melbourne and Sydney were estimated using the travel‐cost method (TCM) and the contingent valuation method (CVM). The TCM component of the study produced average per‐trip consumer surplus (CS) values of $39 and $18 for single‐ and multiple‐site visitors, respectively, for each botanic garden, resulting in an estimate of approximately $194 million for the total social welfare generated by trips to the three sites. Marginal willingness to pay (WTP) for access to botanic gardens was also investigated through payment vehicles of entry fees or higher parking charges using the CVM component. The analysis revealed a positive mean WTP of between $3 and $5 per trip per person. The difference between the CVM and TCM results reflect the different underlying concepts of value under investigation: average CS per visit for the TCM and the utility arising from a marginal visit for the CVM. Marginal changes in CS from the TCM were derived. The confidence intervals from the TCM marginal values overlap the WTP estimates from the CVM. These findings will be useful for resource management decisions in the botanic gardens collection in Australia.     

Ambivalent statements in contingent valuation studies: inclusive response formats and giving respondents time to think

A recent concern in the valuation literature is the uncertainty respondents feel when posed with willingness-to-pay questions for environmental amenities in hypothetical market scenarios. Using a multiple-bounded discrete-choice format, the results indicate that respondents become less ambivalent when allowed considerable time to think about the valuation task before a response is elicited. In particular they tend to reduce the reported willingness to pay associated with low certainty of paying, hence resulting in more conservative welfare estimates. Implications for the application of environmental valuation techniques are discussed.     

Valuing recreational fishing in Tasmania and assessment of response bias in contingent valuation*

We report results from contingent valuation studies in each of two Tasmanian fisheries that estimate the value of a day’s recreational fishing. Published studies estimating the economic value of recreational fishing in Australia and New Zealand are limited, although the economic and social benefits associated with this activity are sizable and the importance of understanding the behaviour of recreational fishers for the sustainable management of aquatic resources is well recognised. In our contingent valuation surveys, we use a double‐bounded version of the dichotomous choice question, which improves the statistical efficiency of the estimates relative to those based on a single dichotomous choice question. We test and control for response bias, in the form of anchoring and a shift effect, that may occur in data collected using a double‐bounded dichotomous choice (DBDC) elicitation format. We highlight the importance of identifying and correcting for response bias in DBDC models on a case‐by‐case basis. Our estimation results show that there is no significant difference in the willingness to pay for a day of recreational fishing across individuals who caught different number of fish in either fishery. This suggests that high and low catch fishers placed the same value on a day’s fishing.     

Consumer versus citizen preferences in contingent valuation: evidence on the role of question framing*

Rather than individual consumer preferences, responses to referendum‐style contingent valuation surveys on environmental goods may express citizen assessments that take into account benefits to others. We reconsider the consumer versus citizen hypothesis with a focus on the role of framing information. Survey data on conservation areas in Ilomantsi, Finland, are used. Different versions of the valuation question were used to encourage the respondents to take the consumer or the citizen role. The citizen version expectedly resulted in substantially fewer zero‐WTP responses and protests and higher mean and median WTP, suggesting that the framing information has a major effect on the preferences expressed. The findings support the idea of multiple preferences. For a more confident interpretation of contingent valuation responses, future studies should recognise their intended use in survey design and gain information about respondents' motives to determine the presence and type of altruistic motives.     

Assessing forest management strategies using a contingent valuation approach and advanced visualisation techniques: A Portuguese case study

The assessment of alternative forest management strategies should account not only for the private benefits to forest landowners but also for the ecological, environmental and economic benefits valued by society. There are a number of empirical valuation methods that may contribute to that assessment. These methods involve several steps: data acquisition, model specification and estimation. In this paper, this approach is illustrated in the context of a survey regarding alternative management strategies for a forest area in Central Portugal by implementing a contingent valuation experiment where an advanced landscape visualisation technique is employed to generate the visual information conveyed in the valuation scenarios. Several econometric model specifications are considered as well as alternative approaches to handle zero willingness to pay values and protest responses. The results obtained suggest the potential of the proposed approach for an effective comparison of alternative forest management strategies.     

Valuing the benefits of an urban park project: A contingent valuation study in Thessaloniki,Greece

This paper aims to estimate the non-market benefits derived from the potential development of a new urban park in the city of Thessaloniki (Greece). The city of Thessaloniki has up to now a very low rate of proportional green space per capita. On this context a large metropolitan park was announced, as part of a large-scale redevelopment project, but the final decision has not been made yet. In order to help policy makers to their final decision, an ex-ante valuation of the potential benefits of the park is carried out in this study. A contingent valuation survey was designed and implemented aiming to estimate the willingness to pay of local residents for the provision of this park, as well as to determine the spatial scale at which these values are assessed. The main finding of this study is that people living within 20 min from the reference site are willing to contribute a significant amount of money to support this project. Another interesting outcome is that the willingness to pay for this project was not considerably modified during a period of economic recession (2010–2013), which is mainly due to the growing public awareness of the importance of green spaces, as well as of the benefits of the planned park.     

Valuing New Zealand recreational fishing and an assessment of the validity of the contingent valuation estimates

This article presents estimates of the recreational value of fishing in New Zealand. The data was obtained from a large-scale interview conducted at boat ramps across New Zealand. The results suggest that the recreational value of a species depends critically on the motives for targeting a particular species. Species targeted for eating purposes have marginal values that appear to closely reflect the market price of the fish (i.e. the opportunity cost). In contrast, those species which are sought mainly for recreational purposes, have a higher value. Furthermore, values for these fish types were found to be greatest for scarce species and large species of fish. The article examines the robustness of the estimates to determine whether strategic bias, embedding effects or hypothetical bias influence the results.     

Designing a forest-energy policy to reduce forest fires in Galicia (Spain): A contingent valuation application

Recent issues of this journal have presented an interesting debate regarding forest fires in Galicia, Spain. This article proposes a forest-energy programme that will contribute to reducing the risk of forest fires in this Atlantic Region of Southern Europe. We apply the contingent valuation method to assess a programme whereby 10% of the electricity produced from coal, fuel oil and gas would be replaced by electricity generated in biomass power plants. The programme would begin implementation in 2005 and it would take 6 years (up to 2010) before we reach the 10% goal. The results show that Galician households are willing to pay a mean of 38 Euros per year. In addition, we have introduced an innovative procedure to detect protest responses related to the payment vehicle in a contingent valuation. Heckman's sample-selection procedure is used to analyse the WTP function.     

Using choice experiments to estimate consumer valuation: the role of experimental design and attribute information loads

With fixed dimensionality of choice experiments (CEs), previous simulation results show that D‐optimal design with correct a priori information generates more accurate valuation. In the absence of a priori information, random designs and designs incorporate attribute interactions result in more precise valuation estimates. In this article, Monte Carlo simulations demonstrate that the performances of different design strategies are affected by attribute information loads in CEs. Consumer valuation estimates in simulation settings vary with the number of attributes.     

Modeling preference heterogeneity in stated choice data: an analysis for public goods generated by agriculture

Stated choice models based on the random utility framework are becoming increasingly popular in the applied economics literature. The need to account for respondents' preference heterogeneity in such models has motivated researchers in agricultural, environmental, health, and transport economics to apply random parameter logit and latent class models. In most of the published literature these models incorporate heterogeneity in preferences through the systematic component of utility. An alternative approach is to investigate heterogeneity through the random component of utility, and covariance heterogeneity models are one means of doing this. In this article we compare these alternative ways of incorporating preference heterogeneity in stated choice models and evaluate the sensitivity of estimated welfare measures to which approach is selected. We find that a latent class approach fits our data best, but all the models perform well in terms of out-of-sample predictions. Finally, we discuss what criteria a researcher can use to decide which approach is most appropriate for a given data set.     

Convergent validity in contingent valuation: an application to the willingness to pay for national climate change mitigation targets in Germany

This stated preferences survey determines the willingness to pay (WTP) for climate change mitigation policies using a representative sample of the German population. WTP is compared across three valuation question formats in a split sample design: the dichotomous choice (DC) referendum, the dissonance minimizing (DM) referendum and the two‐way payment ladder (TWPL). The influence of multinational cooperation on WTP is assessed by variation in the hypothetical scenarios. We demonstrate that the DM referendum and the TWPL, two question formats that induce similar response incentives, yield equal mean WTPs. Multinational cooperation did not change WTP in any of the question formats. Implications for current contingent valuation practice are discussed.     

Consumer sorting and hedonic valuation of wine attributes: exploiting data from a field experiment

This article uses a novel experimental approach to measure consumer willingness to pay (WTP) for wine attributes. We invited customers of a local supermarket who had selected a bottle of wine to purchase to participate in a valuation experiment. Integrating their original wine choice into the experiment, each participant evaluated six alternative wines, generating a rich set of data on willingness to pay and consumer characteristics. The data from the experiment allow us to compare standard shelf price‐based wine attribute valuation estimates with estimates using WTP data and an increasing amount of information about individual consumers. The full model employs individual fixed effects to estimate WTP parameters without bias from consumer sorting or supply side influences. Our WTP estimates for wine attributes differ markedly from previous attribute value estimates. Consumers in our sample display clear and stable preferences for wine varieties, but less clear preferences for appellations. Our results suggest caution is needed in using market prices to estimate parameters of the consumer valuation function for product attributes.     

Testing for convergent validity between travel cost and contingent valuation estimates of recreation values in the Coorong,Australia*

A number of studies valuing recreation have shown that the travel cost method (TCM) generates higher estimates of value than the contingent valuation method (CVM), even though the latter is commonly associated with potential problems of hypothetical and strategic bias. In this study, both methods have been used to estimate the recreational values associated with the Coorong on the Murray River in south‐eastern Australia. Values per adult visitor per recreation day are estimated with the TCM at $149 and with the CVM at $116. A number of methodological and framing issues to explain these value differences are tested. In summary, while no single methodological or framing issue could be identified that would reconcile the difference between TCM and CVM values, it appears likely that there may be a combination of factors that drive the systematic variations in consumer surplus values. The evidence in this study suggests that the most important of these are likely to be the different decision points underpinning data collection and the consideration of substitute sites, strategic responses and the treatment of uncertain responses within the CVM.     

Economic valuation of recreational fishing in Western Australia: statewide random utility modelling of fishing site choice behaviour

Allocation of fish resources is a controversial subject. This is partly because of our limited understanding of the values of fishing opportunities. This study investigates fishing site choices in Western Australia using national survey data covering eight major fishing regions and forty‐eight fishing sites. We estimate a random utility model (RUM) of site choice with a supporting negative binomial model of angler‐specific expected catch rates. Value estimates for fish types, fishing site attribute changes and access values are presented and discussed.     

Design efficiency for non‐market valuation with choice modelling: how to measure it,what to report and why*

We review the basic principles for the evaluation of design efficiency in discrete choice modelling with a focus on efficiency of WTP estimates from the multinomial logit model. The discussion is developed under the realistic assumption that researchers can plausibly define a prior belief on the range of values for the utility coefficients. D‐, A‐, B‐, S‐ and C‐errors are compared as measures of design performance in applied studies and their rationale is discussed. An empirical example based on the generation and comparison of fifteen separate designs from a common set of assumptions illustrates the relevant considerations to the context of non‐market valuation, with particular emphasis placed on C‐efficiency. Conclusions are drawn for the practice of reporting in non‐market valuation and for future work on design research.