Monetary and non-monetary valuation of Mediterranean agricultural landscapes: The case of oak savannah and sloping olive groves

Aim of study: This study aims to evaluate the public’s monetary and non-monetary preferences for agricultural landscapes, focusing on the role of landscape features, especially those influenced by farm management, and respondents’ socioeconomic characteristics, attitudes, and opinions about environmental sustainability. Area of study: Andalusia, southern Spain. Materials and methods: The study centers on Mediterranean oak savannah (dehesa) and sloping olive groves (SOG), using an online survey administered to a representative sample (N=1931) of the population in southern Spain. Photographic representations of the experimental plots were shown to respondents through best-worst scaling choice experiments to elicit their non-monetary preferences. The analysis is complemented with a contingent valuation question to assess the respondents’ willingness to pay for improving agricultural landscapes. Main results: The results show that preferences regarding the visual quality of agricultural landscapes are significantly influenced by: (i) farm management, with environmentally sustainable farming practices found to be particularly aesthetically appealing; (ii) biotic elements, such as lush green vegetation, dense trees (especially in dehesa landscapes), and diverse tree species, the positive effects of which contrast with the negative effects of the presence of abiotic elements (inert cover, rocks, negative human-made elements); (iii) the alignment of trees, although only in olive groves; (iv) ephemeral elements, especially those related to seasonality and cloud cover; and (v) environmental attitudes and use values (e.g., frequency of visits to agricultural landscapes). Research highlights: The findings can help inform the design of actions to improve the aesthetic performance of agricultural landscapes. Specifically, the use of an agri-system-specific approach is recommended, focusing on key scenery and ecological elements and certain areas displaying higher use values. This will enable both public (e.g., policy schemes) and private initiatives (e.g., economic diversification and sustainability labeling) to enhance the welfare contribution of agricultural landscapes.