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Willingness to pay for a cleaner car: The case of car pollution in Quebec and France


  • Poder, Thomas G.
  • He, Jie


The problem of air pollution and greenhouse gas emissions is omnipresent today. Governments and civil society organizations are acting in concert to implement controls to limit the environmental consequences of human actions. The private sector is also changing, but it continues to lack strong incentives to initiate a substantial technological change in the direction of more “green products”. One argument used is the high cost of these technologies and individuals' limited willingness to pay for their benefits. The purpose of this paper is to establish, through a contingent valuation study, the value that Quebecers and French citizens attribute to a reduction in air pollution emitted from vehicles. To accomplish this objective, a price increase for less-polluting vehicles with similar performance as their more-polluting counterparts was proposed. Various econometric estimation methods were applied and corrections to the responses were made according to both the degree of certainty indicated in respondents' willingness to pay answers and the method of considering “Don't Know” answers. Results indicate a maximum willingness to pay of several thousand Canadian dollars (estimated between $3000 and $8000). The willingness to pay is also higher in France than in Quebec.

Suggested Citation

  • Poder, Thomas G. & He, Jie, 2017. "Willingness to pay for a cleaner car: The case of car pollution in Quebec and France," Energy, Elsevier, vol. 130(C), pages 48-54.
  • Handle: RePEc:eee:energy:v:130:y:2017:i:c:p:48-54
    DOI: 10.1016/

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    2. Lesly Cassin & Paolo Melindi-Ghidi & Fabien Prieur, 2021. "The impact of income inequality on public environmental expenditure with green consumerism," Working Papers hal-03146526, HAL.
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    4. Ericka Costa & Dario Montemurro & Diego Giuliani, 2019. "Consumers’ willingness to pay for green cars: a discrete choice analysis in Italy," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 21(5), pages 2425-2442, October.
    5. Liu, Nan & Zhao, Yuan & Ge, Jiaqi, 2018. "Do renters skimp on energy efficiency during economic recessions? Evidence from Northeast Scotland," Energy, Elsevier, vol. 165(PA), pages 164-175.
    6. Kim, Ju-Hee & Kim, Hyo-Jin & Yoo, Seung-Hoon, 2019. "Willingness to pay for fuel-cell electric vehicles in South Korea," Energy, Elsevier, vol. 174(C), pages 497-502.
    7. Lesly Cassin & Paolo Melindi-Ghidi & Fabien Prieur, 2021. "Voting for environmental policy with green consumers: the impact of income inequality," CEE-M Working Papers hal-03146526, CEE-M, Universtiy of Montpellier, CNRS, INRA, Montpellier SupAgro.
    8. Yang Ju & Lara J. Cushing & Rachel Morello-Frosch, 2020. "An equity analysis of clean vehicle rebate programs in California," Climatic Change, Springer, vol. 162(4), pages 2087-2105, October.

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