Assessing consumers' preferences for beef and lamb meat linked to wildfire prevention services.

Meat from silvopastoral systems, due to its provision of numerous ecosystem services such as wildfire risk reduction in Mediterranean forests, can address societal growing demands for meat produced with lower environmental impacts. Differentiation of meat from these systems may contribute to their economic sustainability and hence to reverse their decline in the Mediterranean. This study investigated consumer preferences and willingness-to-pay (WTP) for beef and lamb meat from silvopastoral systems associated to the provision of wildfire prevention service and explored two alternative ways of labelling this service.