Many global biodiversity hotspots have been cultivated for food for centuries and their unique agrobiodiversity is now under threat from land-use conversion, land abandonment or agricultural intensification. Wildlife-friendly farming (WFF) certification is a market-based approach that aims to alleviate the threats through charging a premium over conventional food products. This study explores the economic demand for WFF to protect biodiversity and maintain traditional rice cultivation in the Satoyama landscape of Japan by quantifying the price differential for key attributes of a landscape scale WFF scheme using choice experiments with consumers. A novel component of this study was to combine the choice experiment data with qualitative interviews with stakeholders together with observational and participatory approaches to identify underlying motivations for purchase decisions and to assess using a mixed methods approach the potential of WFF schemes to support landscape scale conservation and rural development. We found that consumer's willingness to pay (WTP) for organic rice was the highest, with a premium of 2937 JPY (26.83 USD) compared to non-organic rice. Respondents were also willing to pay more for all rice that conserves individual target species, with WTP for bird species the highest and for rice produced specifically in the traditional Satoyama landscapes. Although a WFF-Satoyama programme would bring public benefits and support rural livelihoods we suggest there are several challenges to widespread adoption that include an ageing farming population, a lack of appropriate business skills and technical capacity, and obstacles arising from Japanese land use policies concerning forestry and hunting.

几个世纪以来，许多全球生物多样性热点地区都是为了食物而种植的，它们独特的农业生物多样性现在正受到土地利用转变、土地废弃或农业集约化的威胁。野生动物友好农业 (WFF) 认证是一种基于市场的方法，旨在通过对传统食品收取溢价来减轻威胁。本研究通过消费者选择实验量化景观规模 WFF 计划关键属性的价格差异，探讨了 WFF 的经济需求，以保护日本里山景观中的生物多样性和维持传统水稻种植。本研究的一个新组成部分是将选择实验数据与利益相关者的定性访谈结合观察和参与方法，以确定购买决策的潜在动机，并使用混合方法评估 WFF 计划支持景观规模保护和农村发展。我们发现消费者对有机大米的支付意愿（WTP）最高，与非有机大米相比溢价 2937 日元（26.83 美元）。受访者还愿意为保护单个目标物种的所有水稻支付更多费用，其中鸟类物种的 WTP 最高，特别是在传统的里山景观中生产的水稻。