Conjoint analysis for environmental evaluation--a review of methods and applications.

BACKGROUND, AIM AND SCOPE: Conjoint analysis and the related choice-modelling methods have been used for many years in marketing research to evaluate consumer behaviour and preferences for different kinds of product attributes. Recently, the number of applications in environmental science and management has started to grow. Conjoint analysis is found in many different forms, and the environmental studies evaluated in this review display the same range of methods as in other fields. The key characteristic of all these methods is that trade-offs are evaluated by jointly considering a number of important attributes. MAIN FEATURES: This paper is a review of the literature on environmental applications of conjoint analysis and assesses in which environmental area conjoint analysis has been most successful. The method and the design of the studies are reviewed as well.
RESULTS: A total of 84 studies were found, dealing with environmental issues that were evaluated by conjoint analysis. The studies concern agriculture, ecosystem management, energy, environmental evaluation, forestry, land management, pollution, products, recreation, environmental risk analysis and waste management. DISCUSSION: Choice experiments seem to have a comparatively stronger position in environmental studies than elsewhere. Most of the environmental applications are related to natural resource management. This is somewhat surprising, but a number of reports have appeared also on product evaluation, which could be a key application area in the future.
CONCLUSIONS: Compared to marketing and transportation, the number of environmental conjoint studies is rather small but increasing, and the method has proven to work effectively in eliciting preferences on environmental issues. In environmental issues, experimenters often use choice experiments, especially concerning ecosystem management and environmental evaluations. When it comes to evaluating preferences concerning agriculture, forestry, energy and products, a more traditional approach of conjoint analysis is favoured. RECOMMENDATIONS AND PERSPECTIVES: Two new areas of application are identified in this review--environmental communication and expert elicitation. Conjoint analysis can thus be developed into a useful instrument for environmental risk analysis and communication, both of which are necessary for an efficient approach to risk governance.