Agricultural multifunctionality is the recognition of the joint exercise of economic, environmental and social functions by this sector. In order to make this concept operative to support the design of public policies, it is necessary to estimate the social demand for such functions. The main objective of this article is to present two empirical applications in this line. For this purpose we have adopted the agricultural system of mountain olive groves in Andalusia (Southern Spain) at risk of abandonment after the decoupling of the EU subsidies and the agricultural system of cereal steppes in Tierra de Campos (North-western Spain). The economic valuation technique used is the Choice Experiment. The results suggest the existence of a significant demand for the different functions, although the demand is heterogeneous, depending on the socio-economic characteristics of the individuals surveyed.