Multiple regression analysis identifying social characteristics explaining the variation in people’s values of ‘Direct Provisioning’ ecosystem services. The most parsimonious candidate models with model averaged parameter estimates where Δ AICc < 2, are shown. Participant’s gender, employment status, ethnicity, country of residence and age were entered into the model (n = 198). Excluding age, all variables were categorical. Categorical variables were incorporated into the regression using dummy coding. A reference variable was chosen, and the significance of alternative social characteristics was calculated through comparison to the reference variable. Significant difference of social characteristics from reference characteristic is indicated for p = 0.01 (*); 0.001 (**); >0,001 (***). Parameter estimates are provided with standard errors.