Integration of preference heterogeneity into sustainable nature conservation: From practice to policy.

• Understanding drivers of sustainable management is key to ensuring nature conservation. • Income and environmental commitment are the main drivers of nature conservation. • Environmental attitudes determine the willingness to pay for nature conservation. • Economic instruments should be based on preference heterogeneity. The aim of this work is to assess and understand the social drivers that determine the willingness to pay for sustainable management measures to preserve a Natura 2000 area. These social drivers of the support for nature conservation were then included in the design of economic instrument to support nature conservation. In a contingent valuation exercise, the local population in the Cabezo de la Jara and Rambla de Nogalte protected areas (SE Spain) stated their willingness to pay for sustainable management measures aimed at their conservation. Among the socio-demographics, environmental attitudes and experiential drivers, income and environmental commitment were found to be the only significant drivers in support of nature conservation, revealing preference heterogeneity. Economic instruments, specifically green taxes and user fees, are proposed, taking into account the sources of heterogeneity in order to ensure financial support for the measures and greater social acceptability. Hence, our research adds to the existing literature through the design of an economic instrument to support nature conservation, considering preference heterogeneity. [ABSTRACT FROM AUTHOR]