The policy implications of the second finding should also be discussed. This study identified a discrepancy between the value of marine ecosystem services that respondents identified as the most indispensable, and how this affects their behavioural intentions for marine conservation. Hence, the hypothesis was rejected, namely that the greater the perceived indispensability, the stronger its influence on enhancing behavioural intentions for marine con- servation. This study carries policy implications, based on the finding that measures emphasizing the value of cultural services could be a more powerful tool to enhance Japanese people behavioural intentions for marine conservation than measures emphasizing the indispensability of marine ecosystem services. Therefore, providing good opportunities for people to enjoy marine recreation, unique coastal cultures, and beautiful coastal scenery would be a good intervention to raise people perceptions of the cultural services generated by marine ecosystems, which in turn could enhance their behavioural intentions for marine conservation.