What is it about?

This study assesses the willingness to pay for coral reef conservation in Japan. • Conducted an online discrete choice experiment with 10,573 respondents. • The type of information and visuals provided had an effect on willingness to pay. • Concise or detailed information with text and static images about coral reefs increased WTP by 11.7–19.1%. • Providing video information, however, decreased the WTP by 4.9–7.0%.

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Why is it important?

This is the first study to demonstrate that the information provision affect willingness to pay (WTP) for coral conservation by the nationwide survey.


Overall, the authors assumed three potential reasons for the lowest WTP in VIDEO audience: 1) insufficiency of textual explanation, 2) lack of a schema, and 3) too long duration time.

Kohei Takenaka TAKANO
Nagano Environmental Conservation Research Institute

Read the Original

This page is a summary of: Valuation of coral reefs in Japan: Willingness to pay for conservation and the effect of information, Ecosystem Services, August 2020, Elsevier, DOI: 10.1016/j.ecoser.2020.101166.
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