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Abstract
This study examines the impact of invasive plants on recreational activities on Florida's coastal, freshwater and upland natural areas using a multi-attribute utility (MAU) model. Six MAU surveys were electronically distributed to Florida residents in early 2007. We specified a conditional Logit model to estimate the relative weights associated with a change in Fees, Invasive Species, Native Animal Species, Native Plant Species, and Facilities. Using Fees as a payment vehicle, we estimate the average Florida resident's marginal willingness to pay for changes to attributes, including having fewer invasive plants and more positive attributes such as facilities and the presence of native animal and plant species. Florida residents have a marginal willingness to pay to reduce invasive plant species between $5.81 - 7.15, which is higher than their willingness to pay to improve park facilities or increase the abundance of native plants or animals.