Public Willingness to Pay for Green Lifestyle in China: A Contingent Valuation Method Based on Integrated Model

Jichao Geng; Na Yang; Wei Zhang; Li Yang

doi:10.3390/ijerph20032185

Public Willingness to Pay for Green Lifestyle in China: A Contingent Valuation Method Based on Integrated Model

Int J Environ Res Public Health. 2023 Jan 25;20(3):2185. doi: 10.3390/ijerph20032185.

Authors

Jichao Geng¹, Na Yang¹, Wei Zhang², Li Yang¹

Affiliations

¹ School of Economics and Management, Anhui University of Science and Technology, Huainan 232001, China.
² School of Economics and Management, Wenzhou University of Technology, Wenzhou 325000, China.

Abstract

The purpose of this study was to note how people recognize the green lifestyle and how much extra money they are willing to pay for it. An integrated model based on the theory of planned behavior was constructed, and data on the willingness to pay (WTP) for green lifestyles of 1377 respondents in five cities in East China were measured and calculated using the double-bounded dichotomous choice contingent valuation method (DBDC) combined with interval regression analysis. The results showed that the respondents were willing to pay an extra 81.8 yuan, 52.5 yuan, 38.9 yuan, 53.2 yuan, and 37.2 yuan per month for green food, clothing, travel, housing, and waste recycling, respectively. Attitude and moral norms were the strongest predictors of WTP for green clothing, travel, housing, and waste recycling. Perceived behavior control, environmental awareness, personal habits, subjective knowledge, gender, income, and education can affect a few kinds of green lifestyle's WTP.

Keywords: DBDC; WTP; carbon neutrality; green lifestyle; integrated model.

Publication types

Research Support, Non-U.S. Gov't

MeSH terms

Attitude*
China
Educational Status
Humans
Income
Morals*
Surveys and Questionnaires

Grants and funding

This study was supported by the Outstanding Youth Scientific Research Project of Anhui Universities (2022AH030082), the National Natural Science Foundation of China (No. 72104001), the Major Project of National Social Sciences Foundation of China (Nos. 22ZDA112), and the MOE (Ministry of Education in China) Project of Humanities and Social Sciences (No. 19YJCZH037).