This study investigates the recreational value of the Helen protected forest area, incorporating the new environmental paradigm into economic valuation. Visitors’ willingness to pay and its association with scores reflecting the new environmental paradigm were assessed through contingent valuation and a dual-dimensional questionnaire. Two models are employed: a base model with socio-economic variables and a model integrating new environmental paradigm. Results indicate that 83.04% of visitors are willing to pay for recreational use. The proposed amount, visit frequency, new environmental paradigm, age, gender, education, and income were found to significantly influence the acceptance of willingness to pay. Results indicated a strong positive correlation exists between new environmental paradigm and willingness to pay, highlighting the influence of environmental perspective. Average willingness to pay per household per visit is IRR 190,390.4 (USD 0.53), translating to an annual recreational value of IRR 22,629,264,215 (USD 64,088) for the entire Helen forest. The average new environmental paradigm scores for visitors stand at 57.36, with the statement “plants and animals have similar rights to humans” receiving the highest score of 28.4. These findings emphasize the importance of considering environmental perspectives in managing recreational sites. Integrating a new environmental paradigm into valuation methods can inform sustainable management strategies that balance economic development with environmental conservation and social well-being.