Protecting the local landscape or reducing greenhouse gas emissions? A study on social acceptance and preferences towards the installation of a wind farm

We conducted a contingent valuation survey to estimate the social acceptance and preferences of a local community towards the installation of a wind farm in a countryside area presenting significant aesthetic, cultural, and identity place attributes. We focused on two opposite potential externalities caused by wind turbines. The first relates to the contribution to the reduction of greenhouse gas emission through the production of green energy. The second concerns the degradation of rural landscape assets. In the sample, we identified factors for or against the installation of the wind farm. People in favor of the wind farm were asked to state their willingness to pay for reducing the effect of global warming by purchasing electricity produced by wind turbines. People against it were solicited to declare their willingness to pay to avoid landscape loss. Welfare measures were elicited using a payment card elicitation format and quantified through different estimation models. An analysis of data revealed high heterogeneity in attitudes, beliefs, and preferences of citizens towards the two potentially competing environmental goods. The willingness to pay for reducing the effect of global warming was much higher than the willingness to pay for avoiding the loss of the rural landscape.