The influence of personal values in the economic-use valuation of peri-urban green spaces: An application of the means-end chain theory

The implication of land-use managers and the local community in matters relating to peri-urban green spaces has been modified by the growing importance of the values attached to such areas. This paper uses means-end chain techniques to examine whether green space users reflect their own personal values through the benefits and attributes they perceive in this type of good. The results show key factors to be opportunities for sport and recreational activities, improvement of physical and mental well-being and enjoyment of landscape beauty. Other values, both individual (personal enjoyment and quality of life) and social (respect for others and a clearer conscience) also emerge. Further analysis to determine whether values differ according to whether or not the visitor assigns a monetary value to the green space showed higher environmental and social awareness to be associated with higher willingness to pay for peri-urban green space. Thus, the greater the perceived environmental values and the higher their subsequent monetary valuation, the more effective environmental protection and conservation policies are likely to be. These results may be worth consideration by land-use managers engaged in environmental cost benefit analysis