Are citizens willing to pay for the ecosystem services supported by Common Agricultural Policy? A non-market valuation by choice experiment.

Public attention to the impact of human activities on the environment is growing over time across several sectors, particularly agri-food. In Europe, the agricultural sector's focus on sustainability has influenced EU policies for at least 40 years. The Common Agricultural Policy (CAP) has for years been proposing tools, commitments, and incentives to mitigate the over-use of natural resources and to increase or maintain the flow of ecosystem services (ES) provide by agro-ecosystems.