Countryside preferences: exploring individuals’ WTP for the conservation of the traditional farm landscape

Peter Howley, Stephen Hynes, Cathal O Donoghue

Research output: Contribution to journalArticlepeer-review


This paper explored individuals' attitudes towards the traditional farm landscape and using the contingent valuation method (CVM) their willingness to pay (WTP) for agricultural activities aimed at its protection. Analysis of consumer attitudes towards the countryside can provide information from which policy-makers can ascertain if policy measures aimed at enhancing and protecting the rural landscape are in line with citizens' views and expectations. Results from a Generalized Tobit Interval model suggest that attitudes regarding the importance of particular landscape attributes have a differential impact on WTP. A variety of background variables and whether individuals live in the countryside were also found to strongly influence WTP. More generally, the results would indicate broad public support for second pillar objectives under the Common Agricultural Policy (CAP) such as the protection of the traditional farm landscape.
Original languageEnglish
Pages (from-to)703-719
Number of pages17
JournalLandscape Research
Issue number6
Early online date30 Jan 2012
Publication statusPublished - Dec 2012

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