Perceptions of tree disease mitigation: what are people willing to pay for, and what do they actually get?
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Some problems found in stated preference approaches to environmental valuation are
particularly serious in valuing tree disease. Respondents seem to include regulating and
supporting service values, which they are ill-qualified to do. Cultural service values for
respondents are distorted by the questionnaire itself, making them invalid for the population
over whom valuations are aggregated. The element of citizen valuation can be captured in
contingent referenda, but this too tends to include inappropriate elements. More reliable benefit
estimates are derivable from actual day-to-day purchase of cultural services, transferred to the
context of tree disease.