Employing contingent and inferred valuation methods to evaluate the conservation of olive groves and associated ecosystem services in Andalusia (Spain)

•A landscape scale and economic valuation of ES is vital to conserve olive groves.•The inferred method exhibited higher WTP estimates than the contingent valuation.•Selection model indicated higher WTP estimates than model excluding zero responses.•Cultural and regulating ES were the most valued ones.•Olive oil price can be enhanced integrating the value of cultural and regulating ES.