Determinants of citizen's willingness to pay for common bird conservation: The significance of visual and acoustic recognition

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  • Ohira Madoka
    Lab. Conservaion Ecology, Obihiro University of Agriculture and Veterinary Medicine
  • Hirata Mizuho
    Lab. Conservaion Ecology, Obihiro University of Agriculture and Veterinary Medicine CTI Engineering Co., Ltd.
  • Akasaka Takumi
    Lab. Conservaion Ecology, Obihiro University of Agriculture and Veterinary Medicine
  • Kubo Takahiro
    Biodiversity Division, National Institute for Environmental Studies Durrell Institute of Conservation and Ecology (DICE), School of Anthropology and Conservation, University of Kent, UK Department of Zoology, University of Oxford, UK

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  • 鳥類普通種に対する地域住民の保全意欲に影響する要因の解明：視覚的知識と聴覚的認識
  • チョウルイ フツウシュ ニ タイスル チイキ ジュウミン ノ ホゼン イヨク ニ エイキョウ スル ヨウイン ノ カイメイ : シカクテキ チシキ ト チョウカクテキ ニンシキ

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<p>Biodiversity conservation is critical for maintaining ecosystem services. Although many studies and conservation programs have highlighted the importance of conserving rare species, the role of common species in providing ecosystem services has often been overlooked or excluded from conservation targets. To promote citizen-driven biodiversity conservation actions, we clarified factors determining citizen's willingness to pay for the conservation of common bird species in Tokachi, Hokkaido, Japan. We defined any bird species that was visually observed at most places in the study area as "visually common" and those whose songs were heard at most places as "acoustically common". We found that species-level identification and song recognition were strongly positively correlated with willingness to pay for visually and acoustically common species conservation respectively. Although visual identification ability and song recognition were relatively low among interviewees in our study area the average willingness to pay per person was more than 500 yen for both bird groups. More than half of interviewees had gained knowledge of bird identification from other people including family members and teachers. This highlights the potentially powerful role of environmental education in promoting citizen-driven biodiversity conservation actions.</p>

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