The role of social and environmental attitudes in non-market valuation

The purpose of this study is to investigate the impact of non-economic motivations such as altruism and environmental concerns on social preferences and hence willingness to pay (WTP) for changes in forest management strategies in the Białowieża Forest in Poland. We used data from a discrete choice experiment (CE) with attributes describing changes in the quality of the forest and recreation. The choice experiment technique makes it possible to disentangle the effect of the trait of altruism and environmental concern with regard to different attributes and their levels. Environmental attitudes were measured using the New Ecological Paradigm (NEP) scale, whereas the trait of altruism was determined using the Self-Reported Altruism (SRA) scale. The parameterization employed in the survey was a WTP space model. Results show that both altruism and environmental concerns have significant effects on the amount people are willing to pay for changes in forest management.