Abstract The study investigated the economic value ofbiodiversity attributes that could provide policy makersreliable information to estimate welfare losses due to biodiversityreductions and analyze the trade-off betweenbiodiversity and economics. To obtain the non-marketbenefits of biodiversity conservation, an indirect utilityfunction and willingness to pay for biodiversity attributeswere applied using the approach of choice modeling withthe analysis of multinomial logit model. The study foundthat Mekong Delta residents accepted their willingness topay of VND 913 monthly for a 1 % increase in healthyvegetation, VND 360 for an additional mammal species andVND 2,440 to avoid the welfare losses of 100 local farmers.
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