This course examines theory, concepts, and the application of methods that are frequently used for the valuation of market and non-market ecosystem services. Understanding and predicting the behavior of decision makers and consumers, when choosing among institutional structures or incentives, is key to solving conflicts between humans and nature. Special focus is given to the concepts of utility, preferences, and willingness-to-pay (accept). Course intended for students studying natural resources, environmental science, public policy, public administration, and other disciplines interested in this perspective.