Parallel Subjective Well-Being and Choice Experiment Evaluation of Ecosystem Services: Marine and Forest Reserves in Coastal Oregon, USA

There is significant policy and research interest in (a) ecosystem services as a framework for understanding the benefits humans receive from natural systems and (b) subjective well-being as a lens for understanding the effects of public policy decisions. The present study occurred at the intersection of these two fields. Choice experiment and contingent subjective well-being (SWB) models were estimated to understand the potential effects of coastal marine and forest reserves in Oregon, USA. Both models indicated heterogeneity in effects across groups defined by environmental worldview and, for marine reserves, recreation use of reserve areas and employment in the commercial fisheries sector. Methodologically, results suggested that a similar process underlays responses to both types of survey task, with similar model coefficient patterns and frequent consistency in responses. However, differences also were indicated, and differences may be more pronounced in other studies, such as those involving between-subject designs. Contingent SWB is a potentially important measurement approach, but further evaluation is needed, including with respect to the effects of task complexity and evaluation object salience.