Clara Tattoni, University of Las Palmas de Gran Canaria, Spain

Brown bears play a critical ecological role in many ecosystems, delivering diverse ecosystem services (ES), including biodiversity support, nutrient cycling and ecotourism benefits. However, these services are often undervalued, complicating management strategies in contexts of human-wildlife conflict, in fact bear also causes damages to human activities. This study employs a discrete choice experiments (DCEs) to estimate the total economic value of brown bears in the Italian Alps, focusing on realistic attributes and levels informed by extensive stakeholder engagement.
A rigorous process of designing the DCE included focus groups, expert interviews, and pilot study to obtain a final survey across four countries (Italy, UK, France and Germany) administered to 2,500 respondents. Participants evaluated choice sets that varied bear-related attributes such as forest diversity, seed dispersal and berry availability, control of bee and wasp populations biodiversity, area conservation, public safety and economic costs, alongside socio-demographic factors. Analysis used a multinomial linear model implemented in the Apollo framework, in R.
Results indicate a strong public valuation of ecosystem services provided by brown bears, with significant positive preferences forest biodiversity and services that enhance outdoor experiences rather than safety improvements. The findings also highlight the importance of public communication about these benefits, especially in regions facing local opposition to bear conservation like it is currently happening in Italy. Sensitivity analysis reveals heterogeneity in valuation across demographic and environmental attitudes, offering insights for targeted policymaking and it is not affected by income, indicating a wide societal support for bear conservation.
The public’s willingness to pay for bear conservation provides insights for fostering coexistence between humans and large carnivores in the Italian Alps.