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

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  • Jichao Geng

    (School of Economics and Management, Anhui University of Science and Technology, Huainan 232001, China)

  • Na Yang

    (School of Economics and Management, Anhui University of Science and Technology, Huainan 232001, China)

  • Wei Zhang

    (School of Economics and Management, Wenzhou University of Technology, Wenzhou 325000, China)

  • Li Yang

    (School of Economics and Management, Anhui University of Science and Technology, Huainan 232001, 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.

Suggested Citation

  • Jichao Geng & Na Yang & Wei Zhang & Li Yang, 2023. "Public Willingness to Pay for Green Lifestyle in China: A Contingent Valuation Method Based on Integrated Model," IJERPH, MDPI, vol. 20(3), pages 1-23, January.
    • Handle: RePEc:gam:jijerp:v:20:y:2023:i:3:p:2185-:d:1046673
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