The evaluation of river water quality improvements by the contingent valuation method

The results of an application of the Contingent Valuation Method (CVM) to the estimation of the recreational benefits which would result from improvements in river water quality are described. This case study is used as a basis to discuss the wider, generic issues in the application of the CVM: in particular, the problems of defining the population who benefit; the nature of the goods; why they benefit; and the questions of validity and reliability. A series of recommendations both as to appropriate methodological procedures to be adopted in CVM studies are given and as to areas where further theoretical and methodological research is required.