Do You Give a Monkey’s? Unraveling the Conservation Value of the Endangered Long-Tailed Macaque (Macaca fascicularis)

Understanding the economic and psychological values that people assign to threatened species is crucial for their effective protection. The long-tailed macaque (Macaca fascicularis) is an endangered primate currently threatened by habitat destruction, removal from the wild for scientific, commercial, and recreational purposes, and culling due to conflicts with local communities. We conducted on-site interviews with Maguindanao residents in the Philippines (n = 500) to explore the conservation value of the long-tailed macaque and to assess how cognition, emotion, and folklore influence willingness to pay (WTP). Participants showed pro-conservation attitudes and positive emotions toward the long-tailed macaque, had substantial knowledge about their behavior and biology, but did not believe in folklore traditions. An average annual WTP of PHP 46.9 was estimated for macaque conservation, amounting to PHP 10.5 million annually, based on the number of households in the study area. Conservation attitudes, emotions, and biological knowledge about the long-tailed macaque were positively linked to WTP for its preservation. Conversely, dominionistic worldviews were negatively associated with WTP. Younger participants, females, and those with higher incomes demonstrated a higher WTP than older participants, males, and those with lower incomes. These findings can aid in designing and implementing outreach campaigns to raise funds and educate local communities, thereby further improving their attitudes toward this endangered primate.