ABSTRACT
The purpose of this study was to understand preferences for different coastal flood protection measures and the factors that influence such preferences, to inform management and policy. The Discrete Choice Experiment applied to Wales residents revealed that there is willingness-to-pay for coastal flood protection, especially through Nature-based Solutions (NbS) including expanding saltmarsh area and increasing saltmarsh with high vegetation. The preference for NbS provides evidence for including specific coastal area targets in financial schemes initially aimed at other benefits from natural habitats, such as habitat creation for biodiversity. This joint action will maximise the benefits from NbS and ensure integrated and concerted efforts across, often disjointed, sectors. There were also high levels of heterogeneity for preferences in different groups of people. For instance, results support that direct flood experience and damage severity can give rise to behavioural intentions that support mitigation and adaptation measures. Findings also highlight how crucial environmental education and direct contact with the object of study are for securing support and buy-in for flood protection measures. This work is original in that it considers the different types of management for a habitat as NbS and the heterogeneity of preferences within a population. Results are significant in providing a basis for future NbS developments and in supporting flood risk policy and management.
