Coastal business perception of coral value and payment for coral restoration.

Coral reefs provide important economic benefits to coastal businesses, supporting recreation and tourism and protecting property from storms. Yet, these benefits are at risk worldwide as corals decline rapidly, and investment in restoration is lacking. With their direct dependence on coral health, coastal businesses may represent an important sector for funding coral restoration; however, it is unclear whether businesses perceive coral reef services as valuable or themselves as reef stewards. We measured business perceptions of coral health and value in Hawai'i and identified traits correlated with business decisions to participate in coral restoration at three payment thresholds. We found that businesses see limited economic value in coral reefs. In areas where corals provide substantial ecosystem services (flood protection, tourism revenue), businesses did not consistently rate coral value as high. Nonetheless, businesses showed strong willingness to pay for coral restoration, which was linked to pro-nature motives, reputation, and Native Hawaiian ownership. Results highlight key strategies for engaging private entities in coral restoration.