Justification

Investigate how choice experiments (CE) can be used to measure public preferences on forest
conservation attributes. Protecting the environment against pollution and maintaining its sustainability is
important. Due to the frequent visit of this place, biodegradation takes place. By valuation of this place,
we can protect this beautiful place for the future generation and it will ensure the sustainability too.

Methodology

Data collection

In here to measure the public preferences on forest conservation we have taken the Choice Experiment
method. For that Sinharaja rain forest was taken as an example. The samples were taken from university
students. A total of 100 students were interviewed by using social media with this Choice Experiment
method. Due to the pandemic situation, we couldn’t launch face to face interviews. Therefore, we had
to limit our data collection only to university students.

Choice Experiment

CE design can take into account the types of measurement in levels either qualitative or quantitative.
Therefore, this study taken into account both type of the measurements by using several attributes.