Public willingness to pay for gray wolf conservation that could support a rancher-led wolf-livestock coexistence program

Financial tools can present a solution to conservation conflicts. However, their effectiveness may be limited unless they address the underlying drivers of conflict. The restoration controversial megafauna tied clash urban and rural values rejection by landowners government control over actions. Here, we consider latent financial opportunity presented general public support for large predator maintain wolf-livestock coexistence program in Washington state, USA. We measured respondents' (N = 420) willingness-to-pay gray wolf (Canis lupus) preferences funding mechanisms, including voluntary contributions, mandatory taxes, ‘predator-friendly’ ranching certification scheme. Respondents were supportive publicly funded program, which represented around USD246 million estimated economic value. This benefit is more than 150 times cost current government-run program. There mixed so recommend adopting multiple approaches. A new source would allow rancher-led, shifting agency from communities, as well providing outreach opportunities ranchers public. As such, our proposal addresses two major socio-political conflicts debate North America while also generating protect industry.