Most people care about the natural environment. They care either because it affects their health or because they just like it. There are two ways to build environmental caring into economic analysis. One way is to assign monetary values to environmental attributes and include them in monetary analyses. The other way is to examine tradeoffs between environmental attributes and money-based ones, such as profitability.
This page covers the environmental valuation approach. Many methods are available for estimating environmental values.
A good overview of these methods can be found at the
Ecosystem Valuation web site:
www.ecosystemvaluation.org.