Abstract
This study aims to investigate task complexity problems in stated choice valuation of non-market environmental goods. Data from a web-based survey on the valuation of the environmental impacts of motor-vehicle use in Metro Mania were used for this purpose. Two factors leading to task complexity problems were considered: (1) non-linearity in the utility function indicating uncertainty in preferences, and (2) parameterization of the scale of the stochastic error of the utility indicating decision complexity. The results of empirical investigations show strong suggestions that degree of complexity of the choice problem is affected by not only by the number of alternatives but also by the range and the description of the attribute.
