Valuation of Pollination Ecosystem Services—Willingness to Pay Among Visitors to an Agricultural Fair in Hungary for the Protection of Bee Population

Protecting bee populations is essential to ensuring the sustainability of pollination as a unique ecosystem service. In this study, the authors used a questionnaire survey to examine how and to what extent visitors to an agricultural event in Hungary value bee pollination, as well as which factors influence decision-making in this regard. The authors treated willingness to pay as a binary outcome and used logistic regression to identify its determinants. All explanatory variables were categorical, including sociodemographic factors and consumer attitude variables. Robustness checks were conducted using bootstrap estimation and an alternative probit specification, both of which confirmed the results. Based on the results, respondents’ average willingness to pay is 3.45 EUR/household/month, which amounts to 41.40 EUR/year. This amount indicates public support for financing the protection of ecosystem services provided by bees and can be considered an estimate of such support. Among the explanatory variables, gender, household size, and attitudes toward the consumption of bee products were statistically significantly related to willingness to pay. At the same time, income and respondents’ awareness were only marginally significant. The authors have proposed measures to strengthen environmental responsibility among both consumers and producers, which would represent long-term progress in the preservation of ecosystem services.