This study examines the factors the influence the values and importance that landowners place on the attributes of voluntary wetland restoration programs. Choice-based conjoint analysis, a stated preference method, was used to estimate the marginal utilities and values for restoration program attributes for North Carolina landowners. Landowner preferences were estimated at individual and aggregate levels to examine the importance of modeling heterogeneous preferences. Choice modeling performed at both aggregate and individual levels demonstrated the information gains from a disaggregated approach.