This study explores the willingness to pay (WTP) for an improvement of the environmental situation in agricultural areas with a specific focus on landscape aesthetics. We used the contingent valuation method to measure the discrete value of landscape aesthetics externalities produced by different beneficial management practices implementation scenarios. The choice experiment method was also used to measure the economic value of other ecosystem services in order to situate landscape in consumers' preferences among other non-market benefits produced by agri-environmental practices. We found important WTP for landscape aesthetics improvement, as well as for other ecosystem services, such as water quality and fish diversit