Public perceptions of biodiversity and the value of its conservation

Nature and biodiversity are in an unprecedented decline. One of the main policy solutions for reversing this trend involves putting a monetary value on biodiversity impacts. However, one of the concerns about valuing changes in biodiversity using economic valuation methods revolves around the methodological assumption that the public accurately and adequately understands and perceives this inherently abstract and complex concept. Yet, few studies have investigated what the public actually perceives as biodiversity, and what their perceptions of its value are. We use Q-methodology to explore this. We find that the public's perceptions of biodiversity to a large degree align with the main elements of the scientific definitions of the concept, and also include concepts linked to biodiversity, such as naturalness, connectedness and balance. Further, we find perceptions of the value of biodiversity conservation to include instrumental as well as intrinsic values, with specific arguments such as a human responsibility to protect nature and biodiversity playing an important part. Our findings suggest that using more comprehensive representations of changes in biodiversity in stated preference studies, rather than the commonly used simplifying indicators, better aligns with people's underlying perceptions of the good being valued. • Q-methodology provides a structured approach to investigate public perspectives. • The study consider biodiversity in a generic setting. • Public perceptions include, but are not limited to, the definitions of biodiversity. • Both intrinsic and instrumental values included in public perceptions of value. • Findings suggest using comprehensive representations in stated preference valuation.