Non-market valuation of the coastal environment--uniting political aims, ecological and economic knowledge.

In this paper, we examine the feasibility of using an approach for estimating Willingness-To-Pay for marine environmental improvements, based on a holistic, policy-determined scenario. Conducting valuation studies based on a policy-determined scenario is beneficial for decision-makers in terms of practical applicability but also for research in terms of e.g. data availability. Using a case study in two Swedish coastal areas, we examine whether respondents are able to understand and attach a monetary value to these types of scenarios. The tested scenarios are based on improving water quality according to the EU Water Framework Directive and reducing noise and littering according to standard-type measures in a Swedish archipelago setting. The results are promising, paving the ground for future valuation studies using this approach. However, there might be tradeoffs, since the use of scenarios like this require much preparation by researchers and much efforts by respondents. We recommend environmental managers to adopt this approach when possible, but to have these potential tradeoffs in mind. Mean monthly WTP per household for the water quality improvement scenario is estimated to 71 and 102 SEK(1) in the two study areas, respectively. The corresponding numbers for the less noise and littering scenario are 38 and 46 SEK. Valuation of noise and littering in archipelago areas has previously not been very common, making these estimates especially important for marine policy.