The emotional component of deliberative valuation of ecosystem services: the case of corporate organizations

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Integrating economic and ecological sciences into operational decision support systems is a key step for globalconservation and sustainability (MEA, 2005). Ecosystem services valuation (ESV) seeks to combine these twodisciplines through valuation of environmental assets. Though research continues to emerge in the field ofESV there is a growing move to ensure that 'value' is not solely understood in terms of financial value. Thisproposal aims to examine how emotions affect the valuation of ecosystem services.Zajonic (1980) observed emotions inform our value judgments that lead to approach or avoidance decisions.Previous emotions literature note a relationship between the role of emotion and pro-environmental behaviour(Stearns and Stearns, 1985; Wright 2012; Russell and Friedrich, 2015; Lord 1994; Fineman and Sturdy 1999.)In addition, Kotchena (2000) note pro-environmental attitudes result in higher estimates of mean willingness topay in relation to environmental assets. Thus it is proposed that emotions affect pro-environmental behaviourwhich in turn affect valuation of ecosystem services.AIMS AND RESEARCH QUESTIONThe aim of this research is to understand the emotional component of deliberative valuation processes inrelation to ESV in an organisation based on the principle of shared social values. (Kenter et al. 2015).Research question: How are value judgements affected by emotion in relation to ESV in an organisation e.g.a corporation or public body?METHODOLOGYIn the first year of this research the relationship between emotions and traditional economic valuation will beexplored and a framework proposed. This exercise will investigate the relationship between emotions theoryand traditional economic valuation e.g. stated preference to identify similar and different elements of valuebetween the two disciplines. Once understood it will be possible to develop a valuation framework whichincorporates emotional values and go on to consider how valuation metrics incorporating emotions theory maybe used to affect decision making in relation to ESV. Finally, it is proposed to analyse whether capturing theemotion element of value makes monetary assessments of ecosystem services value more or less compellingin a business context. During the second year primary qualitative data will be collected as part of the research(e.g. in-depth interviews with key change agents and decision makers in at least three organisations with anecosystem service valuation component) to test the proposed framework and potential impact. It is intended toutilise industry contacts that have be developed through my practitioner roles over the last 10 years. During thethird year the work will be analysed and compiled into a thesis. Where appropriate papers will be produced atthe end of year 1 and year 3.