The objectives of the study:

1. To estimate the WTP value and preferences for conservation management on Borneo Pygmy Elephant;
2. To examine the influence of wildlife value orientation on risk perception; and iii.
3. To investigate the mediation effects of Specific Positive Beliefs between value orientation and risk perception.

Provide a theoretical and empirical review of Public Preferences attributed to conservation management (first objective). Please do the same for PUBLIC VALUE in the second objective and RISK PERCEPTIONS ATTITUDE FRAMEWORK in the third objective.