The objective of this study was to define the value of the main market and nonmarket functions of
fjord and mountain agroecosystems in Nordic countries by means of the ecosystem services framework.
First, we used qualitative methods (interviews of farmers and other stakeholders in the area of study)
to identify sociocultural perceptions of multifunctional agriculture. Next, we used survey-based statedpreference
methods to rank and value in economic terms the most important functions (corresponding
to the four types of ecosystem services) according to the local(residents ofthe study area) and the general
(residents of a nearby area) populations. The sociocultural perceptions of multifunctionality among local
stakeholders were similar, but differences in the relative importance of the functions reflected particular
interests (agriculture compared with tourism). Both the local and the general populations attached great
importance to the production and availability of quality foods. The general population showed very
homogeneous preferences among ecosystem services, but local people rated them very differently. Local
people ranked a more agricultural landscape very high. The total economic value of fjord and mountain
agroecosystem was 850 D per person per year. The willingness to pay for the provision of ecosystem
services under a policy scenario of further development of multifunctional agriculture clearly exceeded
the current level of public support. The welfare loss that society would experience in a scenario of further
abandonment of agriculture was even greater. We discuss the establishment of payments for ecosystem
services for addressing the undersupply of nonmarket functions of agriculture.