Assessment of Public Knowledge and Willingness to Pay for Recovery of an Endangered Songbird, the Golden-Cheeked Warbler

Abstract

Ecological economics assigns value to resources. Valuation can be difficult when the resource is a species, particularly one that does not directly impact humans. The endangered golden-cheeked warbler (Setophaga chrysoparia) is a songbird that breeds exclusively in central Texas. Using a door-to-door survey design, we investigated knowledge and willingness to pay for golden-cheeked warbler recovery actions in Austin, Texas, a city attempting to balance human population growth with conservation of several endangered species. Approximately half of respondents had knowledge of this species; of those 80% knew it was endangered. Seventy-four percent of respondents believed the species held value, and most regarded that value as existence-based. The mean willingness to pay was $21.47 per person annually over a 5-year period, including individuals not willing to pay. Our study indicated the public values the warbler, and is willing to provide monetary support for recovery and conservation efforts.

Citation

Ferrato, Jacqueline R.; Brown, Donald J.; McKinney, Audrey. 2016. Assessment of Public Knowledge and Willingness to Pay for Recovery of an Endangered Songbird, the Golden-Cheeked Warbler. Human Dimensions of Wildlife. 21(1): 86-94. https://doi.org/10.1080/10871209.2015.1094710.