SUMMARY

Contingent valuation (CV) is a popular method in economics for eliciting individuals ’ preferences for non-market environmental resources, but very few attempts have been made to apply it to distant environmental goods of global importance. This paper reports the results of a CV study in the UK and Italy, which evaluated non-users ’ willingness to pay for the implementation of a proposed programme of protected areas in Brazilian Amazonia. The main focus of the survey was the wealth of biodiversity in the region proposed for protection and the ecosystem services provided by such areas. Taking both countries together, respondents were willing to pay, on average, £30 (US $ 45.60) per household per annum to fund the implementation of a protection programme covering 5 % of Brazilian Amazonia and £39 (US $ 59.28) per household per annum to fund a 20 % programme. Aggregated across households, an annual fund to conserve 5 % of Brazilian Amazonia as strictly protected areas could yield around £600 million (US$ 912 million) in the UK and a similar amount in Italy. It should be noted that respondents appeared to show a high degree of uncertainty in the bid decision process for such an unfamiliar and distant good, leading to questions as to the validity and reliability of results. Nevertheless, responses were non-random and systematically related to a range of socio-economic characteristics and attitudinal variables. Thus initia-tives such as international financial transfers from wealthy developed countries to support the protection of threatened areas of global significance could attract widespread support in those countries