1. INTRODUCTION The aim of this study was to estimate of the value of Orang Asli traditional ecological knowledge among the public in the Peninsular Malaysia through the application of a choice experiment (CE), which was utilised to directly assess the economic value of the sustainable management of the natural resource that is provided by the Orang Asli. The remainder of the paper is organised as follows. The theoretical background is outlined in section two. In section three we describe the data