Determinants of farmers’ willingness to pay for attracting beneficial birds for pest management using alternative estimation methods

Reducing pesticide use and promoting the adoption of conservation-oriented agricultural practices represent pressing challenges in contemporary agriculture. While Biological Pest Control (BPC) has garnered increasing research interest, empirical evidence suggests that attracting insectivorous birds to agricultural landscapes can enhance pest regulation in fruit crops and improve yields. Despite this, limited attention has been paid to farmers’ attitudes and perceptions regarding BPC services provided by beneficial birds. Moreover, to date, no studies have investigated farmers’ willingness to pay (WTP) for adopting artificial nest boxes to attract insectivorous birds for pest control. In this framework, a contingent valuation method (CVM) survey was conducted in Greece to explore the motivational factors influencing farmers’ decisions to adopt BPC practices and to quantify their maximum WTP for such an intervention. This study contributes methodologically to the literature by comparing two statistical approaches: Generalized Linear Mixed Models (GLMM) and Ordinary Least Squares (OLS), to identify the most parsimonious model for estimating WTP and its key determinants. The findings reveal that farmers’ motivations are primarily shaped by three thematic categories: ‘sociodemographic characteristics’, ‘environmental protection values’, and ‘perceived economic benefits’. The estimated WTP values, ranging between €32.26/ha and €55.03/ha, fall significantly below the actual cost of purchasing and installing nest boxes (approximately €105/ha). This study provides important insights into the socio-economic and perceptual factors that influence the adoption of biodiversity-based pest management strategies. It highlights the potential for information dissemination and awareness-raising efforts to enhance farmer engagement in practices that benefit agricultural productivity and farmland biodiversity.