“…[8] Previous choice experiment studies implemented in Europe have investigated the value of conserving biodiversity, either in terms of its components (e.g., a certain species) [see, e.g., Hanley et al, 2003;Horne and Petajisto, 2003;Bennett and Willis, 2007] or in terms of conserving biodiversity as a part of a wider ecosystem (e.g., wetland or forests) [see, e.g., Carlsson et al, 2003;Birol et al, 2006aBirol et al, , 2006bBirol and Cox, 2007]. In addition, Christie et al [2006] have used the method to estimate the relative importance of different aspects of biodiversity to the general public.…”