Abstract
Although dichotomous choice (DC) contingent valuation (CV) has been recommended by the US NOAA 'blue-ribbon' panel for large-scale contingent valuation studies, useful information can still be obtained from smaller, open-ended (OE) studies, often undertaken as a precursor to a DC survey. The CV study considered here was carried out in Greece and looked at willingness-to-pay (WTP) for protecting the Mediterranean monk seal (Monachus-monachus) in the Aegean area. This is the most endangered seal in the world, and the application of the CV methodology was the first such application in Greece. The OE data consist of two responses: first, a binary response detailing whether or not respondents were in principle prepared to pay for the protection of this seal; secondly, those respondents who answered 'yes' to the first question were then asked to state their maximum WTP for such protection. A multivariate binomial – log-normal mixture model is used to develop a bid function including explanatory variables such as income, sex, age and education. Such a modelling approach provides an alternative to more commonplace tobit estimation. However, the model is extended to include further information which was collected on:
(a) an increased WTP amount given in response to information that the initial WTP amount may not be enough to prevent the extinction of the seal;
(b) respondents were asked to divide their final WTP amount between use, option and existence values, the latter requiring a multivariate model with four binary and four continuous responses per individual in the same model.
The discussion focuses on the methodological issues raised with some comment on the substantive interpretation of results.
Similar content being viewed by others
References
Albernini, A., B. Kanninen and R. T. Carson (1997), 'Modelling Response Incentive Effects in Dichotomous Choice Contingent Valuation Data', Land Economics, in press.
Bateman, I. J., I. H. Langford, R. K. Turner, K. G. Willis and G. D. Garrod (1995), 'Elicitation and Truncation Effects in Contingent Valuation Studies', Ecological Economics 12(2), 161–179.
Bockstael, N. E., K. E. McConnell and I. Strand (1991), in J. B. Braden and C. D. Kolstad, eds., Measuring the Demand for Environmental Quality. New York: North-Holland.
Goldstein, H. (1995), Multilevel Statistical Models, London: Institute of Education.
Goldstein, H. (1996), 'Likelihood Computations for Discrete Response Multilevel Models', Working Paper, Multilevel Models Project, London: Institute of Education.
Goldstein, H. and J. Rasbash (1996), 'Improved Approximations for Multilevel Models with Binary Responses', Journal of the Royal Statistical Society Series A 159, 505–514.
Halstead, J. M., B. E. Lindsay and C. M. Brown (1991), 'Use of the Tobit Model in Contingent Valuation: Experimental Evidence from the Pemigewasset Wilderness Area', Journal of Environmental Management 33, 79–89.
IUCN (1984), 'Endangered Species - Ten to the Dozen, but Short Measure for Protected Areas: Mediterranean Monk Seal', IUCN Bulletin, 15.
Kontogianni, A. (1995), 'Study of the Monk Seal Population and Habitats in the East Aegean Islands', Final Report to EEC, 2 volumes, Mytilini 1995.
Langford, I. H., I. J. Bateman and H. D. Langford (1996a), 'A Multilevel Modelling Approach to Triple-Bounded Dichotomous Choice Contingent Valuation', Environmental and Resource Economics 7(3), 197–211.
Langford, I. H., I. J. Bateman, A. P. Jones, H. D. Langford and S. Georgiou (1996b), Improved Estimation of Willingness to Pay in Dichotomous Choice Contingent Valuation, CSERGE Working Paper Series, GEC 9609, United Kingdom: University of East Anglia.
Langford, I. H., M. S. Skourtos, A. Kontogianni, S. Georgiou and I. J. Bateman (1997), 'Use and Nonuse Values: An Empirical Analysis of Preferences for Preservation of Mediterranean Monk Seals, a Critically Endangered Species', submitted to World Congress in Environmental Economics, Venice, Italy, June 1998.
Langford, I. H., I. J. Bateman, A. P. Jones, H. D. Langford and S. Georgiou (1998), 'Improved Estimation of Willingness to Pay in Dichotomous Choice Contingent Valuation Studies', Land Economics, in press.
McCullagh, P. and J. A. Nelder (1989), Generalized Linear Models, London: Chapman and Hall.
Rasbash, J. and G. Woodhouse (1995), MLn Command Reference, University of London: Institute of Education.
Skourtos, M., A. Skourtos and S. Georgiou (1996), 'Valuing the Protection of the Mediterranean Monk Seal in the Aegean: A Contingent Valuation Study', Proceedings, Ecology Society Economy, Inaugural Conference of the International Society for Ecological Economics - European Branch, Universite de Versailles Saint Quentin en Yvelines, Paris, 23rd-25th May 1996.
Tobin, J. (1958), 'Estimation of Relationships for Limited Dependent Variables', Econometrica 26, 24–36.
Walsh, R. G., J. B. Loomis and R. A. Gillman (1984), 'Valuing Option, Existence and Bequest Demands for Wilderness', Land Economics 60(1), 14–29.
Willis, K. G. (1990), 'Valuing Non-market Wildlife Commodities: An Evaluation and Comparison of Benefits and Costs', Applied Economics 22, 13–30.
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
Langford*, I.H., Kontogianni, A., Skourtos, M.S. et al. Multivariate Mixed Models for Open-Ended Contingent Valuation Data: Willingness To Pay For Conservation of Monk Seals. Environmental and Resource Economics 12, 443–456 (1998). https://doi.org/10.1023/A:1008286001085
Issue Date:
DOI: https://doi.org/10.1023/A:1008286001085