Nonpoint Source Pollution and Present Values: A Contingent Valuation Study of Lake Mendota

A split sample contingent valuation survey was conducted to estimate the aggregate willingness to pay of a group of Wisconsin residents for improving the water quality of a popular recreational lake. Extensive limnological research specific to the lake allowed for a thorough understanding of the relationship between pollutant loading and water quality response, thus making the lake an excellent candidate for a contingent valuation study. Results show that the water quality improvement will provide positive net benefits to the public and that payment time horizon has a significant effect on valuation statements.