The Interplay of Likeability and Fear in Willingness to Pay for Bat Conservation

Bats populations and their habitats are currently threatened globally, but particular declines have been seen across Europe. The contingent valuation method is commonly used to assign an economic value to species conservation through a willingness to pay (WTP) surveys. We carried out face-to-face interviews of a representative to the Greek population sample (n = 1131) and used a multiple-bounded discrete choice approach to estimate WTP for bat conservation. More than half of the Greek population was supportive of bat conservation (54.6%). Mean WTP was estimated at €21.71, and the total amount that could be collected was €105.6 million, after considering the number of taxpayers and the proportion of supportive people. There was an interplay between emotions, with likeability being the most important positive predictor of support, and fear the most important negative predictor of WTP for bat conservation. Among sociodemographics, older participants, with higher education, farmers, and pet owners showed the highest support, while those with higher education, farmers, and consumptive recreationists offered the highest bid for bat conservation. Participants drew information about bats mostly from informal sources, such as friends, movies, novels, and comics. Our study allowed for the estimation of public support and necessary funds for bat conservation, which are valuable for successful conservation management. Findings will also be critical for the design and implementation of effective education and outreach programs, aimed at increasing knowledge about bats and ultimately support for bat conservation actions.