WILLINGNESS TO PAY FOR BORNEAN ORANGUTAN CONSERVATION IN SARAWAK, MALAYSIA

Nur Rasyiqah, Adam and Nor Afiza, Abu Bakar and Dayang Affizzah, Awang Marikan (2025) WILLINGNESS TO PAY FOR BORNEAN ORANGUTAN CONSERVATION IN SARAWAK, MALAYSIA. International Journal of Business and Society, 26 (1). pp. 193-210. ISSN 1511-6670

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Abstract

Although endangered and protected by the strongest regulations on the island of Borneo, Bornean orang-utans are threatened by forest loss, habitat degradation, and poaching. The overall population of Bornean orangutans is estimated to be only 104,700 in total, which is less than half of the population a century ago. Thus, this study aims to measure the non – market value of the conservation of Bornean orangutans in Sarawak, both in Matang Wildlife Centre (MWC) and the Semenggoh Wildlife Centre (SWC). Applying the contingent valuation method (CVM), non - visitors’ willingness to pay (WTP) for the entrance fee of SWC and MWC in order to conserve Bornean orangutans were measured. Overall, the respondents show positive attitude towards conserving Bornean orangutans. 90% of the 600 respondents vote in favour of Bornean Orangutan Conservation Program, while the mean WTP is RM206.98. They also believe that it is everyone’s duty to ensure that plants and animals today will exist for the future generations. The results of this study will be useful for the Sarawak Forestry Corporation (SFC), government and researchers alike to manage and conserve Bornean orangutans and other endangered species more efficiently. Keywords: Bornean orangutan, Willingness to Pay, Contingent Valuation, Economic Valuation,

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