Are Citizens Willing to Pay for Agricultural Multifunctionality?

Agricultural multifunctionality is the recognition of the joint exercise of economic, environmental and social functions by this sector. In order to make this concept operative for the design of public policies, it is necessary to estimate the social demand for such functions. The main objective of this article is to present an empirical application in this line. For this purpose we have taken the agricultural system of cereal steppes in Tierra de Campos (Spain) as a case study. The economic valuation technique used is the Choice Experiment. The results suggest the existence of a significant demand for the different functions, although this demand is heterogeneous, depending on the socio-economic characteristics of the individuals