Urban–Rural Differences in Preferences for Environmentally Friendly Farming from the Perspectives of Oriental White Stork Conservation

Expanded and intensified agriculture is a major driver of habitat loss for endangered species such as the Oriental White Stork (<i>Ciconia boyciana</i>), making wildlife-friendly farming an increasingly important approach for reconciling biodiversity conservation with agricultural development. Building on a 2018 feasibility study in the Sanjiang Plain, this research employs a choice experiment to examine how preferences for Oriental White Stork-friendly farming have evolved among urban consumers and residents of stork habitats under expanding green consumption and increasing experience with environmentally friendly farming. The results reveal pronounced preference heterogeneity and persistent cognitive separation between wildlife conservation and agricultural production, particularly among urban consumers, despite a stable group being willing to pay a premium for stork-friendly products. Rural residents' decisions remain largely economically driven, though younger farmers with prior experience in environmentally friendly practices show more positive attitudes. Significant urban-rural differences suggest policy complementarities, whereby price-oriented incentives may encourage price-sensitive farmers to adopt green agriculture, while intrinsically motivated farmers require support through an Oriental White Stork-oriented value chain. Overall, the findings demonstrate that Wildlife-Friendly Farming cannot be effectively promoted through a one-size-fits-all approach; instead, stratified, group-specific policy and market mechanisms are essential for aligning producer incentives with consumer demand and supporting the long-term viability of biodiversity-friendly agricultural systems.