Non-use Economic Values for Little-Known Aquatic Species at Risk: Comparing Choice Experiment Results from Surveys Focused on Species, Guilds, and Ecosystems

Accounting for non-market economic values of biological diversity is important to fully assess the benefits of environmental policies and regulations. This study used three choice experiments (species-, guild-, and ecosystem-based surveys) in parallel to quantify non-use values for little-known aquatic species at risk in southern Ontario. Mean willingness-to-pay (WTP) ranged from $9.45 to $21.41 per listing status increment under Canada’s Species at Risk Act for both named and unnamed little-known species. Given the broad range of valuable ecosystem services likely to accrue to residents from substantial increases in water quality and the rehabilitation of coastal wetlands, the difference in WTP between species- and ecosystem-based surveys seemed implausibly small. It appeared that naming species—the ‘iconization’ of species in two of the three surveys—had an important effect on WTP. The results suggest that reasonable annual household-level WTP values for little-known aquatic species may be $10 to $25 per species or $10 to $20 per listing status increment. The results highlighted the utility of using parallel surveys to triangulate on non-use economic values for little-known species at risk.