Valuing the multiple impacts of pesticide use in the UK: A contingent ranking approach

The contingent ranking method was used to estimate the value of the human h ealth and biodiversity impacts associated with pesticide applications, usin g a "green" consumer product as a payment vehicle. Specification testing sh owed that the standard conditional logit model provides a representation of these data preferable to the rank-ordered logit variant. The resulting est imates - which perform well in terms of standard validity tests - show that , on average, consumers are only willing to tolerate between six and eight cases of human illness to save an entire species of farmland birds.