Environmental awareness and willingness to pay for biodiversity improvement in Puerto Rico

Biodiversity is vital for sustainable forest ecosystems. However, community values for forest biodiversity depend on environmental engagement, education, and awareness. The objectives of this study are to (1) assess households' willingness to pay (WTP) for native plant and tree nursery in the Rio Hondo Community Forest (RHCF) of Puerto Rico, with the specific goal of supporting biodiversity and (2) examine the influence of environmental awareness on preferences for biodiversity improvement. Using a contingent valuation method, we find that households are willing to contribute $43/year to support biodiversity in the RHCF by planting native plants and trees, and that environmental awareness increases the support for biodiversity projects. The results suggest that outcomes of economic cost-benefit analyses can depend on environmental awareness. Hence, programs that support environmental awareness can improve economic efficiency of environmental protection projects.