Fish Hobbyists’ Willingness to Donate for Wild Fighting Fish (Betta livida) Conservation in Klang Valley

Betta livida is an endangered endemic species of wild fighting fish affected by habitat degradation and exploitation. Despite this concern, the literature on conservation betta negligible. Conservation a non-use value, whereas itself use-value because they are sought after in ornamental trade business. Therefore, contingent valuation method (CVM) was applied study to establish monetary value for determining hobbyists’ willingness donate (WTD) conservation. Fish hobbyists most prominent backbone industry acquainted with targeted species. Hence, knowledge, perceptions attitude towards have also been explored weighed against WTD. Purposive sampling employed total 150 respondents Klang Valley. The findings show that WTD influenced double-bound CVM, age (AGE) who owned (OWNB). In contrast, attitudes were not significant. Using probit regression analysis, MYR 9.04 annually. survey revealed concern wild-caught hobbyists. results offer preliminary insights into local freshwater Malaysia.