The value of Fijian coral reefs by nonusers: a contingent valuation study to investigate willingness-to-pay for conservation, understand scale/magnitude of reef problems and provide tools for practitioners
Fonseca, Carolyn E.
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A contingent valuation study was done to investigate the value of Fijian reefs by households in the Metro Atlanta area. Individuals were surveyed and asked questions about their Willingness-to-Pay for coral reef conservation, personal views on the scope/magnitude of coral reef problems, and experience around ocean related activities as well as knowledge. Results from this data, find individuals would donate on average $0.18 taking into account sample and response bias. Less conservative estimates calculated contributions per person to equal $13.9 for the conservation of Fijian reefs. These results imply Atlanta, which is very distant from Fiji, has the potential to contribute to Fijian coral reef conservation programs. Although little empirical work exists on valuation measure for reefs of non-users and groups distant to reefs, this study suggests nonprofits and developing countries could benefit from the inclusion or previously excluded (due to distance to reefs) participants. The study discusses donor characteristics as well as possible market strategies these organizations could utilize to maximize revenue. Findings from this work highlight two important issues rarely discussed in the policy literature: 1-the use of non-market valuation methods to identify stakeholders and 2-the effects of distance on use and non-use value ultimately impacting conservation.