Preferences for coastal and marine conservation in Vietnam: Accounting for differences in individual choice set formation

This paper has two objectives. The first is to estimate the value of implementing new coastal and marine conservation measures in Vietnam, focussing on the relative benefits of water quality improvements, coral conservation and control of marine plastic pollution. The second is to explicitly model any tendency of respondents to fail to give consideration to the “opt-out” or status quo option in a choice experiment, due to social and cultural factors. The analysis employs the independent availability logit model with random coefficients to simultaneously account for heterogeneity of preferences and choice set formation. Results show significantly improved model fit when consideration set heterogeneity is taken into account. However, estimates of preference weights and marginal willingness to pay for marine conservation measures are unaffected by this modelling choice.