Around 2000, China began to address the comprehensive restoration of its urban rivers and attempt to restore river ecosystem services. This paper reports an integrated contingent valuation of the ecosystem services of Zhangjiabang Creek in Shanghai, which is in the most developed region of China. A total of 1440 questionnaires were delivered, and 1153 were returned as usable in August 2008. The willingness to pay for the restoration of the urban river is 20.22 RMB (2.91 USD) per month per household under the payment card and 110.64 RMB (15.92 USD) under the dichotomous format. Several important methodological issues of the contingent valuation method (CVM) are observed, including the disparity between willingness to pay and willingness to accept, the difference between payment card and dichotomous choice question formats, and the comparison of different models in welfare estimation using dichotomous choice data. Several new findings are disclosed for these three issues of CVM.
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