This paper estimates public and private preferences towards economic, environmental and sociocultural values associated with a planned large-scale onshore wind-power development in northern Sweden, and analyses the most important determinants of the individual's Willingness to Pay (WTP) for reducing the negative impact associated with the establishment. Sociocultural effects were deemed the most important in the private sample, whereas new job opportunities are valued most highly in the public sample. We further find that ascription to moral and social norms together with individuals’ perceptions related to general and institutional trust constitutes significant determinants of WTP.