Abstract
SUMMARY Economic valuation of ecosystem services by stated preferences techniques is usually used by policymakers to develop environmental management practices. Critics of the contingent valuation (CV) method have argued that respondents are influenced by several factors, which mean that people do not applyeconomicmotivesinrespondingtoCVquestions. This study examines the influence of individuals’ environmental behaviour and knowledge about the good concerned on the CV results and the CV problem of benefit aggregation in order to determine the extent of the hypothetical market. Here a CV study in the Do˜ nana National and Natural Park (Spain) found that both individual environmental behaviour and knowledge influenced willingness to pay for sustaining specificecosystemservicesprovidedbythebiodiversity ofDo˜ nana.Adistance-decayfunctionwasfound,which determinedthesocialbenefitsoftheecosystemservices of Do˜ nana. The study illustrates the importance of understandingnon-economicmotivesbehindvaluesin order to obtain further information which can support decision-making in environmental management.
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