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Coral reefs and many associated fish populations may cease to exist by the end of the century without additional long-term strategic conservation effort. This paper examines the willingness of the general public to pay for global coral and reef fish conservation in 12 countries of varying income and tropical reef proximity. We analyse preferences for several conservation measures, as well as the impact of individual-specific characteristics and preferences on conservation demand. Moreover, the role of scarcity in shaping this demand is explored. Overall, our findings suggest that preferences of the general public are not well aligned with coral reef conservation measures that are likely to be effective over time. Individuals are more willing to act to save reefs when they are in serious decline than when they are in moderate decline. They also prefer hands-on restoration measures in certain countries, which empirically …