Valuing consumer preferences for the Mediterranean deep-sea: a data set

Data from a Discrete choice experiment to explore Italian households’ WTP for some Mediterranean deep-sea ES: biodiversity (supporting), climate regulation (regulating), and scientific value (cultural). Given the little familiarity of deep-sea environment among Italian households, we investigated preferences for two exemplary deep-sea habitats (submarine canyons and cold-water corals). The data report the reduced sample of 544 respondents that did not exhibit lexicographic preferences or attribute non attendance.