Valuing Forest Restoration Through Environmental Attitudes: A Hybrid Choice Modelling Approach

Forest ecosystems are increasingly degraded by natural disasters and human activities, intensifying the need for large-scale restoration. Because restoration outcomes are long-term, uncertain, and largely non-market, understanding how environmental attitudes relate to public preferences and willingness to pay (WTP) is important for socially acceptable and financially feasible policy design. Using a discrete choice experiment in Korea, this study applies a hybrid choice framework that incorporates latent attitudinal variables into a mixed logit structure, allowing attitudes to interact with preference heterogeneity across restoration attributes. Results show significant heterogeneity in choices and WTP. The model identifies two segments with distinct trade-off patterns: one is more sensitive to risk and payment burden, while the other places relatively greater value on restoration and access-related improvements. Although attitudinal indicators are statistically relevant, segment differentiation is more strongly associated with risk sensitivity and cost aversion than with attitudes alone. Compared with conventional choice models, the latent-attitude specification improves behavioural interpretability and model fit, and yields policy-relevant WTP estimates. Overall, the findings indicate that attitudinal information is complementary to economic and risk-related factors, supporting more targeted and publicly aligned forest-restoration policies.