The aim of this paper is to explore the monetary value of
marine ecosystem services provided by coralligenous habitats
in the Adriatic sea. The paper describes the development
of a contingent valuation survey and examines the
perspective of Millennials. Even if this group of citizens
presents environmental attitudes, external factors and individual
characteristics may prevent effective environmental
friendly behaviour. Prior academic research regarding
monetary evaluation of coralligenous habitats has not focused
on Millennials behaviour. We carried out the survey
to a sample of 897 Italian students. The findings will be of
interest to academic researchers, to institutional decision
makers, and to people in general who are concerned with
marine ecosystem services. This study encourages future
empirical researches trying to refine and apply the finding
to support decision makers in identifying management alternatives.
