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Social influences on expressed willingness to pay: results of a deliberative monetary valuation study in Colombia

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  • Andrés Vargas
  • Alex Y. Lo
  • Nicholas Rohde
  • Michael Howes

Abstract

Deliberative monetary valuation (DMV) methods can support environmental decision making by enabling the exchange of arguments and information to produce more democratic outcomes. The product of a valuation may be an array of expressions of willingness to pay (WTP) by individuals or a collectively agreed monetary value. Concerns have been raised, however, as to whether this product is an outcome of thoughtful and independent decision-making or influenced by social pressures to conform. Our study examines this issue and addresses concerns about the use of DMV, based on a public deliberation of forest conservation in Colombia. We analyzed the impacts of social conformity on WTP under two different decision scenarios: individual and collective. The results suggest that the impacts of social conformity are greater when a collective decision is required. These findings indicate that tensions between the differing goals of DMV could undermine its democratic promise.

Suggested Citation

  • Andrés Vargas & Alex Y. Lo & Nicholas Rohde & Michael Howes, 2017. "Social influences on expressed willingness to pay: results of a deliberative monetary valuation study in Colombia," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 60(9), pages 1511-1528, September.
    • Handle: RePEc:taf:jenpmg:v:60:y:2017:i:9:p:1511-1528
    DOI: 10.1080/09640568.2016.1232646
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    Cited by:

    1. Wanek, Eva & Bartkowski, Bartosz & Bourgeois-Gironde, Sacha & Schaafsma, Marije, 2023. "Deliberately vague or vaguely deliberative: A review of motivation and design choices in deliberative monetary valuation studies," Ecological Economics, Elsevier, vol. 208(C).

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