Respondents' evaluations of a CV survey: a case study based on an economic valuation of the wildlife enhancement scheme, Pevensey levels in East Sussex

Environmental economists have developed a methodology for eliciting individual preferences by asking respondents to a contingent valuation survey how much they would be willing to pay for specified environmental 'goods'. Contingent valuation generates considerable debate, not least because it is unclear how people arrive at a monetary value or whether the elicited monetary value bears any relation to how individuals actually value the environmental 'good'. In this paper, we present preliminary results from a qualitative study of how respondents construct their responses to a CV survey, to suggest that the methodology does not measure what it purports to measure.