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The paper aims to evaluate rural farming villages through an ethical view point. The method of evaluation is to grasp respondents' changes of attitudes in a CVM survey, where we show them many photos relating to a Japanese rural farming village. These photos are classified by trilateral images of the village and we ask respondents to make pair-wise comparisons in each set of photos. As a result, we can verify that respondents who have much past experience in a rural farming village would have an image of life and their attitudes for CVM judgment are more prone to be vulnerable to visual information (photos). This means that images of rural lifescape might not be reflected in the values calculated through CVM.


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