Exploring Values, Context and Perceptions in Contingent Valuation Studies: The CV Market Stall Technique and Willingness to Pay for Wildlife Conservation

Abstract

Public preferences for conservation and environmental management may be identified in willingness to pay (WTP) studies. Normally part of a contingent valuation exercise, WTP studies elicit monetary estimates of non-market economic goods. This paper describes a new approach to WTP, the CV Market Stall, a technique that adds a discursive, qualitative dimension to contingent valuation. It is suggested that the CV Market Stall technique is a good method for exploring attitudes and responses to environmental project proposals. The flexible format, with an emphasis upon information provision, discussion and learning would also allow contingent valuation to be extended to much more complex and uncertain environmental issues.

Acknowledgements

We gratefully acknowledge receipt of a small grant from the Scottish Economic Policy Network which allowed this research to be completed. The authors wish to record their appreciation to Leona Whiteoak, Margaret Carlisle, Liz Curtis and Nele Leinhoop who made a significant contribution to the recruitment and data collection stages of the project. The comments of two anonymous referees have improved the clarity of the paper.