Increased interest in indigenous-led natural resource management (NRM) on traditionally owned land in northern Australia has raised important questions in relation to policies that compensate indigenous Australians for providing environmental services. A choice experiment survey was mailed out to respondents across the whole of Australia to assess if and to what extent Australian people think that society benefits from these services and how much they would pay for them. More than half the respondents would in principle support indigenous NRM in northern Australia, with a high willingness to pay for carbon, biodiversity, and recreational services. Social aspects of indigenous NRM, however, were not valued by the society, emphasizing the need for awareness raising and clarifications of benefits that indigenous people gain while carrying out land management on their traditional country. Any marketing campaign should take into account preference variation across Australian society, which this research shows is substantial, particularly between people from the north and those from the south. People from the south were more likely to support indigenous NRM, a significant finding for campaigns targeting potential donors. � 2013 by the author(s).