Valuing a Natura 2000 network site to inform land use options using a discrete choice experiment: An illustration from the Basque Country

One of the main problems that public institutions face in the management of protected areas, such as the European Natura 2000 network, is determining how to design and implement sustainable management plans that account for the wide range of marketed and non-marketed benefits they provide to society. This paper presents an application of a stated preference valuation approach aimed at evaluating the social preferences of the population of the Basque Country, Spain, for the key attributes of a regional Natura 2000 network site. According to our results, individuals’ willingness-to-pay (WTP) is higher for attributes associated with non-use values (native tree species and biodiversity conservation) than for attributes associated with use values (agricultural development and commercial forestry). The paper concludes that management policies related to Natura 2000 network sites should account for both for the importance of non-use values and the heterogeneity of the population's preferences in order to minimize potential land use conflicts.     

A Holistic vs. an Attribute‐based Approach to Agri‐Environmental Policy Valuation: Do Welfare Estimates Differ?

Different economic valuation methodologies can be used to value the non‐market benefits of an agri‐environmental scheme. In particular, the non‐market value can be examined by assessing the public’s willingness to pay for the policy outputs as a whole or by modelling the preferences of society for the component attributes of the rural landscape that result from the implementation of the policy. In this article we examine whether the welfare values estimated for an agri‐environmental policy are significantly different between an holistic valuation methodology (using contingent valuation) and an attribute‐based valuation methodology (choice experiment). It is argued that the valuation methodology chosen should be based on whether or not the overall objective is the valuation of the agri‐environment policy package in its entirety or the valuation of each of the policy’s distinct environmental outputs.     

The effects of current income and expected change in future income on stated preferences for environmental improvements

We formulate and test the hypothesis that expectations regarding changes in future income influences the WTP for environmental goods. For valuation of environmental goods in forests and other habitats in Denmark, we find that both current income and expected changes in future income are significant determinants for preferences. The effect of income on WTP seems to be caused by changes in preferences for environmental attributes rather than by marginal utility of income. The results suggest that to evaluate the distributional impacts of environmental improvements, researchers need a better measure of expected future consumption options than current income.     

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.     

A Comparison Between the Conventional Stated Preference Technique and an Inferred Valuation Approach

Contrary to conventional stated preference valuation techniques that employ a direct questioning approach, the inferred valuation method utilises indirect questioning where respondents are asked for their belief regarding others’ values for a good or service. In this study, using choice experiments, we compare the results obtained through the two valuation techniques for environmental features of the Burren landscape in western Ireland. Consistent with previous studies, stated values using the conventional approach are found to be significantly higher than those obtained through the inferred valuation approach. In particular, this study highlights the dissimilarities in relative preferences observed between the two landscape attributes (rocky limestone pavements and orchid‐rich grasslands) from the two questioning formats. While respondents were indifferent between the two habitats, they believed the ‘average other’ to be significantly more concerned about the conservation of the rocky limestone pavements. We attribute this divergence in preferences to be a consequence of additional normative motives perceived by respondents with regard to the conservation of orchid‐rich grasslands.     

Investigating distance effects on environmental values: a choice modelling approach*

Analysis of the relationship between distance and willingness to pay (WTP) is important for estimation and transfer of environmental benefits. Several contingent valuation (CV) studies have investigated this topic, but results are mixed. This paper describes a choice modelling (CM) application that estimates distance effects on parameters of three environmental attributes. Combinations of these attributes create different management policies for native vegetation. The CM study is based on a sampling procedure that provides a geographically balanced sample and statistical tests to choose the best specification of the distance–WTP relationship. Welfare analysis shows that disregarding distance causes under‐estimation of individual and aggregated benefits and losses, seriously misdirecting resource allocation.     

NON-COMPENSATORY PREFERENCE STRUCTURES IN NON-MARKET VALUATION OF NATURAL AREA POLICY

Non-compensatory preferences may form a significant component of individuals' values for non-market goods such as natural areas, especially in the context of a reduction in environmental quality. The widespread neglect of such preferences can result in erroneous estimates of changes in economic welfare. Non-market valuation using techniques such as contingent valuation therefore need to take into account the possibility that some individuals hold noncompensatory preferences. The formal structure of the lexicographic noncompensatory ordering is described, and the theoretical implications of an individual holding such preferences over some region of goods space is examined. A method for the empirical identification of non-compensatory preference orderings is outlined.     

Eliciting citizen preferences for multifunctional agriculture in the watershed areas of northern Thailand through choice experiment and latent class models

Multifunctional agriculture is increasingly discussed as an alternative to conventional, mono-functional farming and its negative environmental impacts. This study aims at determining Thai society’s demand for agri-environmental services offered by a multifunctional agricultural system using two models, i.e. a Choice Experiment Model and a Latent Class Choice Model. The Choice Experiment Model (CEM) is employed to assess citizens’ willingness to pay for various attributes of multifunctional outputs. Extending from the CEM, the heterogeneity of citizens’ preferences across environmental attitudes and knowledge is captured through the Latent Class Choice Model (LCCM). Survey data was obtained from structured interviews with 373 respondents in the country’s two largest cities, namely Bangkok and Chiang Mai. The results of the CEM suggest that urban Thai citizens are willing to pay for changes toward multifunctional agriculture, as expressed in an increase of their monthly food expenses. Among the attributes of agri-environmental practices, “organic agriculture in combination with agro-biodiversity conservation” garnered the highest preference, followed by “organic farming as single practice” and “Good Agricultural Practice combined with agro-biodiversity conservation”. Income, gender, agri-environmental knowledge and environment-conscious attitude are important factors determining urban citizens’ support of multifunctionality. Findings of the LCCM revealed a strong heterogeneity in attribute valuation across three different classes of respondents, suggesting that policy-makers need to be aware of diverse preference patterns among Thai citizens with regard to specific attributes of multifunctional agriculture. We further conclude that enhancing environmental literacy and consciousness is a key determinant in gaining citizens’ support for multifunctional agriculture.     

Farmers' Preferences and Social Capital Regarding Agri‐environmental Schemes to Protect Birds

The steady decline of birds living in cereal steppe lands is a worrying situation that the European Common Agricultural Policy is attempting to remedy through the application of agri‐environmental schemes (AES). We assess farmers' preferences towards these AES, which call for a number of environmental practices to protect birds. Using a face‐to‐face survey in farming communities in Aragón (Spain), and through the estimation of an Ordered Logit model (OL), we assess the ranking of AES attributes, and obtain their economic valuation according to the farmers' preferences. We find that social factors are also important in determining farmers' decisions. In particular, the importance of social trust and expectation of compliance by other neighbours, encourage farmers to sign up to AES. These and other results may be used to design more effective AES and help to solve this important biodiversity problem.     

A latent class approach to investigating demand for genetically modified banana in Uganda

This study explores consumer acceptance and valuation of a genetically modified (GM) staple food crop in a developing country prior to its commercialization. We focus on the hypothetical introduction of a disease‐resistant GM banana variety in Uganda, where bananas are among the most important staple crops. A choice experiment is used to investigate consumer preferences for various attributes related to the banana (such as bunch size, technology, producer benefit, and price) and examine their opinions on GM foodstuff. Choice data come from 421 banana‐consuming households randomly selected from three regions of Uganda. A latent class model is used to investigate the heterogeneity in consumers’ preferences for selected attributes related to the banana and to profile consumers who are more or less likely to accept GM bananas. Our results reveal that there is significant heterogeneity in consumer preferences across our sample. GM bananas are valued the most by poorer households located in the rural areas of the Eastern region. These food‐insecure households would experience the highest benefits (i.e., welfare gains) from the commercial release of GM bananas. In contrast, urban consumers are less accepting of GM bananas, and they would experience significant welfare losses if GM banana is released. According to our welfare estimates, both the total welfare benefits acquired by the gainers and the total welfare losses borne by the losers of this technology are significant and large. These results suggest the need for further investigation of the overall welfare effects of the introduction of GM bananas on the Ugandan society as a whole.     

Being good neighbours: Current practices,barriers, and opportunities for community engagement in Australian plantation forestry

Although community engagement (CE) is widely recognised as an essential element of sustainable management, few studies have evaluated CE at an industry-wide scale, i.e. in terms of the specific CE needs and best practice methods needed when addressing engagement issues that apply across more than one business in an industry. We explored stakeholder views of the barriers to industry-wide CE within the Australian plantation forest industry. Interviews with key informants were conducted in 2010 throughout three major plantation regions in Australia: Tasmania, south west Western Australia, and the Green Triangle region (south west Victoria and south east of South Australia). We found that stakeholders often considered CE implemented by the forest plantation industry ineffective, due to: (a) lack of strong industry voice, (b) issues of trust, and (c) because technical experts in the forest industry lack skills in CE. Measures that are likely to promote more effective CE are discussed, including enhancement of relationships with external stakeholders, and enhancing CE skills of forestry professionals.     

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.     

Do regional natural resource management leaders reflect the attitudes of the landholders?

In the South Australian Murray Darling Basin Natural Resource Management (NRM) region, our case study site, decision-making and implementation of state NRM policy rests with a relatively small number of NRM leaders, advisors and support staff. In this paper we explore whether these community NRM leaders reflect the values and attitudes of landholders in the wider region. Our interest in the potential for shared values derives from NRM and the wider literature of the importance of shared values for driving institutional trust and NRM outcomes. A set of scales was used to measure key values and attitudes which shape participation in NRM programs. Data were collected from community NRM leaders and landholders from across the region. Through statistical testing, this study demonstrates that the values of the community NRM leaders differ to those of landholders on four out of the six values and attitudes examined. Landholders are more economically motivated, have a stronger sense of tradition, are more capital constrained and have a different set of environmental attitudes than community NRM leaders. Alternatives for building trust, given significant differences in shared values, are discussed.     

The Impacts of Elicitation Context on Stated Preferences for Agricultural Landscapes

Statements of willingness to pay (WTP) have been shown to be dependent upon the framing of the hypothetical market. In this paper we investigate the effects of variations in the timing and location of choice experiment questions concerned with conservation of a UK national park, as research involving measurement of psychological well‐being suggests potential differences for the same individual dependent upon when and where preferences are elicited. We apply the choice experiment technique to the valuation of changes in upland agricultural and semi‐natural landscapes in the Peak District National Park in the UK, to investigate whether timing and location of elicitation (context) affects the value associated with changes in ecosystem services under different management regimes. Four treatments are employed – using the same sample of individuals answering the same choice scenarios – to measure WTP ex‐ante (off site), in situ (on site), and ex‐post at two different time intervals (off site). We show that our on‐site (in situ) treatment generates very different estimates of preferences than any of the off‐site treatments. That stated preferences associated with environmental goods are so context dependent may have implications for the use of stated preferences in policy analysis in terms of identifying how environmental policy is funded and the divergence in value attributed to sampling different populations.     

Expert judgements and community values: preference heterogeneity for protecting river ecology in Western Australia

Western Australia's Swan River is a complex asset providing environmental, recreational and commercial benefits. Agencies responsible for its management rely extensively on advice from experts, whose preferences may or may not align with those of the community. Using a choice experiment, we compared public and expert preferences for managing the river's ecology and tested the application of budget‐reallocation and personal‐cost payment vehicles. The results indicate that the budget‐reallocation method is a suitable payment vehicle for public and expert samples, although there are some differences to the more traditional personal‐cost vehicles because of different trade‐offs involved. Modelling revealed heterogeneity in preferences. Expert and public preferences were statistically different from one another at the mean, but a significant amount of heterogeneity existed in the populations sampled. The differences in preferences across both public and expert groups suggest that the measurement of public values for the environment is still an important part of the management process, even when experts are providing advice.     

Evaluating off‐site environmental mitigation using choice modelling*

Evaluation of off‐site mitigation entails comparison of utility changes between two sites. Choice modelling has been used to identify community willingness to trade‐off attributes for two different types of stream in New Zealand. Estimated utility functions are used to derive marginal rates of substitution and stream attribute part worths which can be used to design or evaluate both on‐site and off‐site mitigation policy. Latent class multinomial logit models identified classes of citizens who valued stream attributes quite differently. Significant differences in values for some attributes on different stream types imply heterogeneous mitigation ratios across environmental attributes.     

What Do Farmers Want From Agri‐Environmental Scheme Design? A Choice Experiment Approach

Agri‐environmental schemes (AES) have had a limited effect on European agriculture due to farmers’ reluctance to participate. Information on how farmers react when AES characteristics are modified can be an important input to the design of such policies. This article investigates farmers’ preferences for different design options in a specific AES aimed at encouraging nitrogen fixing crops in marginal dry‐land areas in Spain. We use a choice experiment survey conducted in two regions (Aragón and Andalusia). The analysis employs an error component random parameter logit model allowing for preference heterogeneity and correlation amongst the non‐status quo alternatives. Farmers show a strong preference for maintaining their current management strategies; however, significant savings in cost or increased participation can be obtained by modifying some AES attributes.     

How Sure Can You Be? A Framework for Considering Delivery Uncertainty in Benefit Assessments Based on Stated Preference Methods

The economic valuation of benefits resulting from environmental policies and interventions often assumes that environmental outcomes are certain. In fact, these outcomes are typically uncertain. This article proposes a methodological approach to incorporate delivery uncertainty into benefit estimation based on stated preference methods. In the study design of a choice experiment survey on land‐based climate change mitigation, we explicitly include delivery uncertainty as the risk that a proposed mitigation project fails to deliver emission savings. We find that respondents’ preferences do not change significantly after being confronted with choices that included risk of failure. However, failure risk itself does have an important impact on the preferences for delivering emission reductions. We show that delivery uncertainty can have a large impact on stated preference estimation of benefits of public programmes. This result should condition conclusions drawn from ex‐ante environmental cost‐benefit analyses that make use of such benefit estimates.     

Consumer Valuation of Food Quality and Food Safety Attributes in Vietnam

Food systems in developing countries are currently undergoing a profound transformation toward high-value products. Appropriate policies are needed to guide this transformation, presupposing good understanding of consumer preferences. We analyze consumers' valuation of different vegetable attributes in metropolitan areas of Vietnam, using contingent valuation techniques and a mediation framework for two specific examples. Consumers are willing to pay an average price premium of 60% for Chinese mustard that is free of chemical residues and of 19% for different convenience attributes of potatoes. Income levels and media have positive impacts on the willingness to pay, partly mediated through consumer perceptions.