Assigning an economic value to a given environmental asset has helped conservation proposals, and valuing these assets at levels comparable to market rates facilitates the establishment of environmental policies. Thus, this research aimed to assess the value of the species Myracrodruon urundeuva Allemão, using the method of contingent valuation to determine the maximum willingness to pay of frequent visitors to the Caruaru Fair, located in northeastern Brazil. Our results show that most interviewees agreed to participate in proposals to support species conservation, although the average willingness to pay (WTP) was relatively low compared to other surveys conducted in Brazil. However, a significant number of the interviewees had exceptionally low monthly incomes. Another relevant aspect of this research was the high number of people (98.5% of the informants) who were concerned about biodiversity conservation; many interviewees stated that the preservation of biodiversity is not a duty exclusive to the government or the people but rather a collective responsibility. Therefore, these findings may encourage the provision of public proposals for environmental conservation, along with other surveys or government actions funded by a society that has the willingness to pay for them. This study is the first economic valuation of a caatinga species, many of which are under threat of extinction.
Contingent valuation; Caatinga; Medicinal plant
