Despite recurrent attempts to establish the foundations
of an objective approach of value, subjective approaches
are now widely prevalent, i.e. economic valuation explicitly
refers to individuals’ preferences [18]. This creates a
problem when there is no clear awareness of benefits
[3,19]. For instance, humans, especially in developed
economies, often consider that food production processes
are no longer dependent upon ecosystem functioning. An
immediate consequence is that it cannot be expected that
they spontaneously value biodiversity very high.