The economic evaluation of biodiversity attributes could provide policy-makers with reliable information to estimate welfare losses due to biodiversity reductions and trade-off analyses between biodiversity and economics. Using a choice modelling approach with a multinomial logit model analysis, this study determined the non-market benefits of biodiversity conservation in U Minh Thuong National Park (one of the largest peat swamp forests in Vietnam) through households’ preferences or willingness to pay for biodiversity attributes. The study found that Mekong Delta residents had a willingness to pay VND 913 (US$0.043) per month for a 1% increase in healthy vegetation, VND 360 (US$0.017) for an additional mammal species, and VND 2,440 ($0.115) to avoid the welfare losses of 100 local farmers.