Stated preferences for the colours, smells, and sounds of biodiversity

Forest creation and restoration are embedded in global policy. Both result in landscape changes that have far-reaching socioeconomic consequences. However, there is limited evidence on public preferences for the biodiversity these forests contain. Here we used a choice experiment to explore the British public's willingness to pay (WTP) for different forest biodiversity attributes. We began with a multiple-step deliberative participatory process. This revealed that participants conceptualised forest biodiversity through visual, aural and olfactory senses. We subsequently developed and pre-tested sensory attributes based on colours, smells and sounds. Depending on the size of the proposed change, participants ( N = 1711) were willing-to-pay for a greater variety of sensory attributes and for an indicator of improved ecological functioning (deadwood for decomposition). WTP for sensory attributes was influenced by participants' having related sensory impairments or visiting forests frequently. Our wider contribution highlights the importance of participatory methods to unearth novel and uncommon attributes that can then be used in stated preference studies. Ensuring that we evaluate stated preferences in a manner that reflects how the public conceives biodiversity is important if we are to improve the alignment between forest creation/restoration and public views, which could thus help bolster public support for the planning and implementation of landscape changes. • Participatory workshops were used to derive choice experiment attributes and levels. • We found significant WTP for increases in the variety of colours, smells, and sounds. • Having a sensory impairment may affect WTP for sensory attributes. • Preferences differed between participants who did and did not visit forests.