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The visual impact of agricultural sheds on rural landscapes: The willingness to pay for mitigation solutions and treatment effects
Institution:1. Department of Economics and Statistics “Cognetti de Martiis”, University of Turin, Italy;2. Department of Agriculture, Forest and Food Sciences, University of Turin, Italy;3. Research Centre for Rural Development of Hilly Areas, University of Turin, Italy;1. East-West Center, Honolulu, HI, United States;2. Department of Geography, UC Santa Barbara, United States;3. University of Colorado, Population Program and Geography Department, United States;4. University of Florida, Department of Geography and the Emerging Pathogens Institute, United States;1. School of Economics, Peking University, Beijing, 100871, PR China;2. Institute of Geographic Sciences and Natural Resources Research, Chinese Academy of Sciences, Beijing, 100101, PR China;3. Key Laboratory of Regional Sustainable Development Modeling, Chinese Academy of Sciences, Beijing, 100101, PR China;4. Department of Science and Technology, Parthenope University of Naples, Centro Direzionale, Isola C4, 80143, Naples, Italy;5. School of Environment, Beijing Normal University, Beijing, PR China;1. Faculty of Humanities, Social Sciences and Education – UiT – the Arctic University of Norway;2. Faculty of Bioscience, Fisheries and Economy, UiT – the Arctic University of Norway, Norway;3. Faculty of Humanities, Social Sciences and Education – UiT – the Arctic University of Norway;4. Faculty of Bioscience, Fisheries and Economy, UiT – the Arctic University of Norway, Norway;1. Department of Economic and Legal Studies, University of Naples “Parthenope”, Naples, Italy;2. Department of Management and Quantitative Studies, University of Naples “Parthenope”, Naples, Italy
Abstract:New rural and industrial sheds cause significant transformations determining a negative change in landscape perception. In this paper the willingness to pay (WTP) of residents to mitigate the visual impact of sheds in the rural areas of the UNESCO World Heritage Site “Vineyard Landscape of Piedmont: Langhe-Roero and Monferrato” is estimated through a Choice Experiment (CE). The CE survey was carried out through face-to-face interviews involving 400 residents. The set of mitigation attributes was selected by means of a landscape analysis and presented to respondents using a set of images (close and distant views). Conditional Logit (CLogit) and Mixed Logit (MXL) models both in preference and in WTP space were estimated. From the empirical point of view, the study shows that sheds are generally perceived as negative landscape elements, and that residents are willing to pay for mitigation solutions, such as tree lines and formal hedgerows. The results are relevant for policy makers since they suggest how agricultural sheds are perceived and which mitigation strategies are preferred by local residents. From the methodological point of view, we estimate and test different models for assessing the effect of the visual treatment (close vs distant view). We show the theoretical equivalence of a fully interacted model (i.e., estimated on the whole sample and including interaction terms with the treatment), with split models of the choice for separate subsamples submitted or not to the treatment. We find that in estimation the equivalence holds in the results of Conditional Logit models, but not in Mixed Logit models. The reasons and implications are discussed.
Keywords:Visual impact  Rural landscape  Mixed logit  Treatment effect  Discrete choice experiment  UNESCO heritage
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