Assessing the total economic value of threatened livestock breeds in Italy : implications for conservation policy

The total economic value (TEV) of two threatened Italian cattle breeds (Modicana and Maremmana) was investigated using a choice experiment survey. Most respondents (85%) support breed conservation, their stated willingness-to-pay easily justifying EU support. The high landscape maintenance, existence and future option values of both breeds (around 80% of their TEVs) suggest that incentives mechanisms are indeed needed in order to allow farmers to capture some of these public good values and hence motivate them to undertake conservation-related activities. The positive direct use values of both breeds (around 20% of their TEVs) imply that niche product markets aimed at enhancing the private good values associated with conservation could also form elements of a conservation and use strategy for these breeds. •A choice experiment was used to valuate benefits of conserving threatened Italian cattle breeds.•We assessed the proportion of use to non-use values these breeds have for society.•More than two thirds of respondents would contribute to a conservation programme.•Local respondents and respondents from distant cities expressed similar preferences.•WTP was highest for the indirect use values of the breeds.