Table 3 Estimated willingness to pay (WTP) per acre values for significant variables obtained from the mixed logistic regressions, along with the 95% confidence intervals, based on the survey conducted in 2021–2022 across the Mid-Atlantic region, USA [Note: Conversion factor to SI unit: one per acre = 2.47 per hectare, e.g., Trust $12.93 ac ⁻¹ = $31.95 ha ⁻¹ (2.47*$12.93)]

Trust

12.93

[6.85; 19.00]

9.99

[3.45; 16.53]

Perceived risk

 − 6.79

[− 10.02; − 3.55]

 − 8.02

[− 11.58; − 4.45]

Age category

 − 45.63

[− 63.45; − 27.81]

 − 51.54

[− 70.78; − 32.3]

Assistance program

62.56

[24.32; 100.79]

54.90

[14.18; 95.61]

Income category

11.29

[− 0.57; 23.15]

11.71

[− 0.99; 24.41]

Pennsylvania

38.87

[− 4.59; 82.33]

89.47

[42.4; 136.52]

Virginia

-

-

49.19

[− 1.39; 99.76]

Program attributes

 Wildlife habitat

9.99

[− 1.3; 21.27]

11.89

[− 0.31; 24.09]

 Rare vegetation

 − 18.05

[− 29.41; − 6.7]

 − 20.06

[− 32.62; − 7.5]

 Forest health/resilience

13.35

[2.52; 24.18]

13.73

[1.68; 25.77]

 Control invasive

12.50

[3.03; 21.97]

-

-

 Prescribed fire associations

 − 14.95

[− 26.18; − 3.7]

-

-

 State coordination

17.44

[6.45; 28.43]

-

-

 Cost share

18.00

[7.06; 28.95]

19.18

[9.05; 29.32]

 Access to consultants

7.89

[− 1.25; 17.03]

10.29

[0.2; 20.39]

Mean WTP

14.56

[12.92; 16.19]

6.24

[5.46; 7.02]