| Summary: | Forest Ecosystem Services (FES) are widely recognised by the society nowadays. However, no study in the literature has analysed a ranking of FES after the pandemic. This paper investigated civil society’s perception and knowledge toward these services; in addition, the presence of attitudinal or behavioural patterns regarding individual’s preference, was assessed. A choice experiment was conducted using the Best-Worst Scaling (BWS) method on a sample of 479 individuals intercepted in the Argentera Valley, in the Western Italian Alps. Results, showed a strong interest in biodiversity, aesthetic landscape quality and psychophysical health and a lower interest in provisioning services. Based on the individual preferences, civil society was clustered into five groups for FES, named “Hedonistic,” “Individualist with cultural and health interests,” “Sensitive to regulatory and utilitarian functions,” “Climate change sensitive” and “Livelihood and hedonistic wellbeing.” In general, there was a growing appreciation by civil society for the intangible services offered by the forest, driven by modern lifestyles and an interest in learning more about the provided services. Based on these elements, we believe that similar research should be extended to other mountain contexts to validate the results or to find new insights, and that it is now necessary to study how to involve civil society in decision-making processes of forest planning and management at a local level.
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