This paper focuses on behavioural reasons underlying stated attribute nonattendance. In order to identify and incorporate procedures for dealing with heterogeneous attribute processing strategies, we ask respondents follow-up questions regarding their reasons for ignoring attributes. Based on these statements, we conclude that the standard way of assigning a zero impact of ignored attributes on the likelihood is inappropriate. We find that some respondents act in accordance with the passive bounded rationality assumption since they ignore an attribute simply because it does not affect their utility. Excluding these genuine zero preferences, as the standard approach essentially does, might bias results. Other respondents claim to have ignored attributes to simplify choices. However, we find that these respondents have actually not completely ignored attributes. We argue along the rationally adaptive behavioural model that preferences are indeed elicited in these cases, and we show how using a scaling approach can appropriately weight these observations in the econometric model. Finally, we find that some respondents ignore attributes for protest-like reasons which essentially convey no information about preferences. We suggest that using the standard approach combined with weighting procedures and recoding of non-attendance statements conditional on the specific reasons for non-attendance could be more appropriate than the current standard way of taking stated non-attendance into account.

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This paper presents the results of an internationally coordinated contingent valuation study on the benefits of reducing marine eutrophication in the Baltic Sea according to current policy targets. With over 10,500 respondents from the nine coastal states around the sea, we examine public willingness to pay (WTP) for reduced eutrophication and its determinants. There are considerable differences in mean WTP between countries, with Swedes being willing to pay the most and Latvians the least. The aggregate annual WTP is approximately €3600 million. In addition, we find that countries are heterogeneous in terms of the effects of income, attitudes and familiarity on WTP. Income elasticities of WTP are below 1 for all countries, ranging between 0.1 and 0.5. Attitudes and personal experience of eutrophication are important determinants of WTP, but the specific effects differ between countries. The findings can be used in economic analyses for the European Union (EU) Marine Strategy Framework Directive and to justify additional eutrophication reduction measures in the Baltic Sea.

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