Awada, Tala

This study examines public values for ecosystem services (ES) associated with soil health in agricultural lands. We use a choice experiment of Nebraska residents to investigate the effect of descriptive norm nudging on willingness-to-pay (WTP) for ES. Empirical results show an overall positive WTP for ES-generating policies but significant differences across treatment groups. Results show a higher WTP for a social norm nudge that refers to a relatively large geographic area (state versus county). Results also show that total WTP for state households would pay for conservation practice incentives on less than 10% of cropland.