The objective of this thesis is to investigate the preferences of individuals for the management of upland landscapes in the UK. Environmental valuation techniques are becoming an increasingly important tool in the development of environmental management policy, however, they are not without their detractors. In particular a school of thought, developed from the work of Bentham, takes issue with the behavioural foundations of the dominant welfare economic doctrine which underpins many of the valuation techniques commonly adopted. They identify that heuristic rules, experience and memory can all play a role in the development of â€˜valueâ€™ for a good. This thesis aims to investigate the roles of these, along with the role of association with an environmental good, in the development of value for upland landscapes using the Peak District National Park as a case study. This objective is developed in three parts. Part I introduces the topic, identifies the background of research against which this thesis is presented and introduces the case study. This part also attempts to identify how well the complex economy â€“ ecology interactions in this landscape are understood by stakeholders. It shows that, given the complexities of the systems, there are key omissions in stakeholder knowledge and understanding. Part II uses Discrete Choice Experiments to analyse the impact on value of experience, memory, heuristics and association. A series of experiments are applied to the same landscape characteristics in order to achieve this. The results show that value can be impacted in a number of ways with implications for the development of future valuation studies. This thesis concludes with a discussion of the policy implications, limitations and future work associated with this research.