Аннотация:What are valid arguments to protect the Philippine crocodile in the wild? And how are we to explain the normative foundations of biodiversity conservation to rural communities in the developing world? Conservationists mainly rely on economic values to justify in situ wildlife conservation. In this article, we argue that these utilitarian reasons are often based on inaccuracies and flawed assumptions. By focusing narrowly on economic incentives, conservationists risk undermining their credibility and obscuring other valid reasons to protect nature. Cultural and intrinsic values can also form a strong motivation for poor people in non-western societies to conserve biodiversity. In the northern Sierra Madre on Luzon, respect for nature, interest in wildlife ecology and pride in the occurrence and conservation of a rare and iconic species proved to be effective incentives to protect the Philippine crocodile.