Environmental Assessment of the Olhos D’Água Park: the Method of Willingness to Pay

ABSTRACT The aim of the study was to apply the method of Willingness to Pay (WTP) to users of the Olhos D`água park in order to contribute to the valuation of its environmental attributes aiming at preservation and improvement of the Conservation Unit. The Olhos D’Água park is located in a prime area of Brasília administratively created by the Federal District. This study was based on economic and psychographic segmentation variables and on the ecological knowledge of users. To this end, 100 questionnaires were applied with questions divided into two parts: 1) indication of willingness to pay by users of the park, and; 2) segmentation, according to specific criteria and characterization of users. The results indicated not only that people with altruistic profile and more concerned with the environment showed a greater willingness to pay for conservation of the Olhos D´água park, but also that this segment of users could contribute to the definition of green user profile and, thus, serve as a basis for the elaboration of an environmental marketing program geared to increase the financial resources for preservation and improvement of the park.