Table S3.

Model estimates for the discrete-choice model

Attributes and levels	All respondents	Segments based on attitudes toward forest-based CES					Classes based on attitude toward wildflower viewing			Classes based on knowledge of local flora
		1	2	3	4	Wald (=)	Less important	More important	Wald (=)	Novice	Intermediate	Expert	Wald (=)
Flower species richness	−0.01	0.00	−0.02	−0.02	0.00	0.53	−0.05	0.01	2.96	−0.01	−0.01	−0.01	0.23
Flower abundance	0.02†	0.03†	0.02†	0.02†	0.03†	1.05	0.02†	0.02†	0.02	0.03†	0.02†	0.02†	4.4
No. of colors						10.34			8.33*				5.03
1	−0.61†	−0.79†	−0.29	−0.67†	−0.74†		−0.23†	−0.76†		−0.52†	−0.70†	−0.46†
2	0.08†	0.16†	−0.03	−0.02†	0.16†		−0.15†	0.18†		0.06†	0.11†	0.01†
3	0.24†	0.27†	0.33	0.36†	0.10†		0.20†	0.24†		0.25†	0.18†	0.50†
5	0.29†	0.35†	−0.01	0.33†	0.49†		0.18†	0.34†		0.21†	0.41†	−0.04†
Evenness						0.56			0.34				1.3
Low	−0.24†	−0.30†	−0.21†	−0.23†	−0.25†		−0.29†	−0.23†		−0.31†	−0.24†	−0.16†
High	0.24†	0.30†	0.21†	0.23†	0.25†		0.29†	0.23†		0.31†	0.24†	0.16†
Charismatic species						1.32			0.19				2.8
Present	−0.18†	0.19†	0.15†	0.09†	0.23†		−0.16†	−0.20†		−0.15†	−0.16†	−0.34†
Absent	0.18†	−0.19†	−0.15†	−0.09†	−0.23†		0.16†	0.20†		0.15†	0.16†	0.34†
Pseudo R2	0.25	0.28	0.21	0.23	0.28		0.23	0.26		0.32†	0.23†	0.26
n	293	77	79	36	101		82	211		77	174	42

Model estimates for the discrete-choice model based on all respondents (i.e., single-class) or segments based on respondents’ attitudes toward forest-based CES, attitude toward wildflower viewing, and knowledge of local flora. Significant Wald (=) values indicate differences in the estimated coefficient of an attribute between segments. Significance: ^†P < 0.001 and *P < 0.05.