Seal of approval: Public preferences for the conservation of endangered Saimaa ringed seal

• Respondents preferred a moderate increase in the seal population. • Fishers disliked increased conservation measures and a higher seal population. • Non-fishers preferred moderate conservation measures over high ones. • Except fishers, respondents favored extending the net ban to the end of July. • Non-users, unlike users, supported extending the net ban until the end of October. In species conservation, various options for conservation measures typically exist, yet their implementation may lead to conflicts among different population groups. Heterogenous preferences toward conservation measures often stem from the utilization of natural resources, whether for livelihood or recreational purposes. This study, focusing on the Saimaa ringed seal, a symbol of nature conservation in Finland, examines both population size and conservation measures. We distinguish the stated preferences between recreational visitors to Lake Saimaa, fishers at the lake, and individuals residing in other parts of Finland without direct use of the lake. To measure preferences, we utilize a choice experiment that incorporates both population size and the most promising conservation measures as attributes. The findings reveal significant variations in willingness-to-pay estimates between visitors and non-visitors, as well as between fishers and non-fishers. Interestingly, all population groups expressed a preference for a moderate increase in the seal population and a small extension of conservation measures, rather than opting for a substantial extension of measures. This insight emphasizes the importance of considering diverse stakeholder perspectives when designing and implementing species conservation strategies.