Abstract
The aim of this study is to examine the environmental consciousness ofthe inhabitants towards an environmental improvement project and evaluate the value of environmental quality which issurrogated into the contingent value. Using Contingent Valuation N. Iethod (CVM), it is possible to assess such a value. Inview of public involvement, we suppose two different groups that are a leader group and a follower group. The formeris a group whichpromotes the environmental improvement project progressively and the latter is a group which follows it critically orcooperatively. We built a structural Model using CVNI and simulated some cases in terms of the project of the Tokachi Ecological Parkconcretely.
