Valuing the multiple impacts of pesticide use in the UK: A contingent ranking approach

The contingent ranking method was used to estimate the value of the human health and biodiversity impacts associated with pesticide applications, using a green consumer product as a payment vehicle. Specification testing showed that the standard conditional logit model provides a representation of these data preferable to the rank-ordered logit variant. The resulting estimates - which perform well in terms of standard validity tests - show that, on average, consumers are only willing to tolerate between six and eight cases of human illness to save an entire species of farmland birds.