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Protecting environmental services generates social benefits. At the same time, private landholders supplying these benefits may face some costs. To provide these services efficiently, policy makers need information about community values for the environment as well as landholders’ costs. This study explores how choice modelling (a non-market valuation technique) is used to estimate comment values. These include use and non-use values for increasing environmental quality in NSW catchments. Non-market valuation techniques for estimating environmental values are reviewed. This is followed by a discussion of methodological aspects of the choice modelling technique and its potential as a regional planning tool for Catchment Management Authorities (CMA’s)