“…Choice Experiment (CE), which is based on individual preference and behavior, presents participants with opportunity to choose among alternative hypothetical scenarios that differ in effects, is considered to be an empirical method of non-market valuation in the field of natural resources ( Fan and Zhao, 2013 , Khan et al, 2018 ), and is widely used in cultivated land, watershed, wetland, air pollution control, urban ecosystem valuation and policy welfare estimation ( Tan et al, 2012 , Li et al, 2015 , Fan et al, 2016 , Yan et al, 2018 , Shi et al, 2016a , Shi et al, 2016b ). The heterogeneity of individual preference and the difference in ecological product characteristics jointly determine the public's choice behavior.…”