The total economic value (TEV) of two threatened Italian cattle breeds (Modicana and Maremmana) was investigated using a choice experiment survey. Most respondents (85%) support breed conservation, their stated willingness-to-pay easily justifying EU support. The high landscape maintenance, existence and future option values of both breeds (around 80% of their TEVs) suggest that incentives mechanisms are indeed needed in order to allow farmers to capture some of these public good values and hence motivate them to undertake conservation-related activities. The positive direct use values of both breeds (around 20% of their TEVs) imply that niche product markets aimed at enhancing the private good values associated with conservation could also form elements of a conservation and use strategy for these breeds.
Zander, K., Signorello, G., De Salvo, M., Gandini, G., & Drucker, A. G. (2013). Assessing the total economic value of threatened livestock breeds in Italy: Implications for conservation policy. Ecological Economics, 93, 219-229. https://doi.org/10.1016/j.ecolecon.2013.06.002