Do you Give a Monkey’s? Unraveling the Conservation Value of the Endangered Long-tailed Macaque

Used the contingent valuation method (multi-bounded format) to estimate the willingness to pay for long-tailed macaque conservation and assess how conservation attitudes and emotions toward the macaque, knowledge and folklore beliefs about the macaque, worldviews of nature, and sociodemographic characteristics (gender, age, education, income, pet ownership) affect WTP.