Professor Danny Campbell


Economics University of Stirling, Stirling, FK9 4LA

Professor Danny Campbell

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About me

About me

I’m a professor of economics at the Economics Division of the University of Stirling Management School. I’m an environmental economist with a research focus on the economic valuation of environmental and natural resources. I also study preference elicitation for public health services, and food choice analysis. My research interests include behavioural and econometric aspects associated with people’s choices, such as decision rules, preference heterogeneity, experimental design and spatial issues.

See for further details.

Recently funded projects

CAVEAT - Triangulation of values using different valuation methods

  • Co-investigator: funded by the joint AHRC and Department for Digital, Culture, Media and Sport (DCMS) Culture and Heritage Capital Research Call No. AH/Y000528/1 (2023-2026)

CAVEAT is addressing the caveats associated with current valuation methods when applied to culture and heritage capital to inform decision making. The project is exploring how to best triangulate existing valuation techniques to assess the value of the stock (and flows) of a complex historic asset, such as a historic high street/neighbourhood, to improve decision makers’ confidence when using such results in social cost-benefit analysis. The project team encompasses expertise from various disciplines (architecture, urban planning, heritage conservation, cultural economics, environmental economics, heritage advocacy, policy making support) who have worked on these themes before and are committed to an interdisciplinary approach.

Restoration of Seagrass for Ocean Wealth UK (ReSOW UK)

  • Co-investigator: jointly funded by the ESRC and NERC under the Sustainable Management of UK Marine Resources (SMMR) programme No. NE/V016024/1 (2020-2024)

The ReSOW UK project is generating a step-change in our understanding of the contribution of seagrass to the UK’s environmental security, economy and wellbeing. It is applying a holistic, systems-based approach which integrates understanding of environmental functioning with the various priorities of those who use, or benefit from, the coast. The project will inform interventions for the management of seagrass which align with local, national and international priorities, yet that are inclusive of the needs of multiple stakeholders and geared towards the long-term sustainability of coastal communities.

Exploring values for coastal heritage using stated choice experiments

  • Principal investigator: Collaborative Doctoral Partnership funded by the AHRC No. AH/V004875/1, with Historic England

The research will seek to capture intangible, non-use values of the conservation of coastal heritage sites that go beyond narrow notions of economic value of heritage sites (eg., locals and tourists). In addition to stated choice experiments, the project also involves web data mining, focus groups, interviews and surveys to explore the factors that shape people’s relationship with coastal heritage.

Discipline Hopping for Environmental Solutions

  • Principal investigator: funded through the NERC No. NE/X018334/1 (2022 and 2023)

Interdisciplinary projects to explore various aspects of rewilding, nature restoration and the application of nature-based solutions. The projects explored perceptions, values, preferences and misconceptions about nature-based solutions and rewilding for delivering biodiversity and wellbeing benefits.

Valuing the benefits of blue/green infrastructure for flood resilience, natural capital and urban development in Viet Nam

  • (Acting) principal investigator: funded by the NERC No. NE/S002871/2 (2019-2022)

Flooding affects millions of people globally every year. In Viet Nam, low-lying coastal cities, particularly in river deltas, face increased flood risk and vulnerability due to rapid urban development and climate change. The project sought to develop a multidisciplinary, stakeholder-informed assessment framework for the effectiveness of blue/green infrastructure, such as natural and man-made wetlands, vegetated river banks and restored floodplains, to reduce flood risk and provide additional benefits, such as controlling water pollutants, providing recreational opportunities, improving air quality and increasing resilience to other stressors, such as heat waves and noise pollution.

The Influence of Information Search on Preference Formation and Choice (INSPiRE)

  • Principal investigator: funded by Horizon 2020, Marie Sklodowska-Curie Individual Fellowship No. 793163 (2018-2020)

Drawing on accumulating evidence from economics, psychology and marketing, the INSPiRE project aimed to understand how searching for information about policy alternatives affects stated preference formation, learning and choice, and the extent to which this can address hypothetical bias. The project developed a novel experimental procedure that advanced experimental design and data analysis.


Software and code

spdesign: Designing Stated Preference Experiments

Contemporary software commonly used to design stated preference experiments are expensive and the code is closed source. This is a free software package with an easy to use interface to make flexible stated preference experimental designs using state-of-the-art methods.

Research (2)


Valuing the benefits of blue/green infrastructure for flood resilience, natural capital and urban development in Viet Nam
PI: Professor Danny Campbell
Funded by: Natural Environment Research Council

The Influence of Information search on stated preference formation, learning ad choice
PI: Professor Danny Campbell
Funded by: European Commission (Horizon 2020)

Outputs (58)



Willis K, Ozdemiroglu E & Campbell D (2012) Environmental economics and policy. Journal of Environmental Economics and Policy, 1 (1), pp. 1-4.

Book Chapter

Campbell D, Hess S, Scarpa R & Rose JM (2010) Accommodating coefficient outliers in discrete choice modelling: a comparison of discrete and continuous mixing approaches. In: Hess S & Daly A (eds.) Choice Modelling: The State-of-the-art and the State-of-practice - Proceedings from the Inaugural International Choice Modelling Conference. Bingley: Emerald Group Publishing, pp. 331-352.

Book Chapter

Campbell D, Hutchinson WG & Scarpa R (2008) Using mixed logit models to derive individual-specific WTP estimates for landscape improvements under agri-environmental schemes: evidence from the Rural Environment Protection Scheme in Ireland. In: Birol E & Koundouri P (eds.) Choice Experiments Informing European Environmental Policy: A European Perspective. First ed. New Horizons in Environmental Economics. Cheltenham, UK: Edward Elgar Publishing Ltd, pp. 58-81.



Current and previous undergraduate course topics

  • Introduction to Quantitative Techniques for Economics.
  • Environmental Economics.
  • Introductory Statistics.
  • Agricultural and Food Marketing.

Current and previous postgraduate course topics

  • Environmental Economics.
  • Sustainable Business and Policy Analysis in Practice.
  • Business and Policy Evaluation.
  • Energy Management.
  • Economics of Climate Change.
  • Risk Management in Banking.
  • Environmental Valuation and Methods.
  • Environmental Economics and Management.
  • Introductory Statistics.

Research students

Current Ph.D. students

  • Hannah Cocks (commenced 2023).
    • The economics of coastal heritage.
  • Chulhyun Jeon (commenced 2021).
    • Valuing non-market ecosystem services of natural resources in Korea.
  • Madalina Radu (commenced 2016).
    • Consumer behaviour and risk perceptions relating to food choices.

Current M.Phil. students

  • Kavya Parthasarathy (commenced 2020).
    • Time dependant decision-making.