This paper suggests the use of the choice experiment approach to inform the design of a payment for environmental services (PES) to foster collective rangeland management. The empirical implementation was conducted in the M'goun watershed located in South-East of Morocco. Individual acceptability of various conservation measures and incentives is analysed. The results show that the combination of individual and collective conservation measures under individual subscription, and incentives in the form of technical assistance to improve production performances are ways that can facilitate the implementation of PES and encourage collective action for the conservation of pastures as a common good.