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Stated willingness to pay as hypothetical behaviour: Can attitudes tell us more?

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  • Jurgen Meyerhoff

Abstract

The fact that people only state a hypothetical willingness to pay (WTP) in contingent valuation surveys still causes much debate. Doubters are sceptical about the reliability and validity of contingent valuation estimates, that is, whether people will actually pay the amount stated in the survey. Parallel to this discussion, social psychologists have conducted a great deal of research on the determinants of actual behaviour, particularly attitudes. Therefore, the objective of this paper is to analyse the relationship between different kinds of attitudes and behaviour. Based on this analysis, a composite attitude-behaviour model is developed and estimated using data from a contingent valuation about the river Elbe in Germany. The results show that attitudes towards the behaviour are the immediate antecedent of the behavioural intention. Accordingly, it is suggested that these attitudes along with attitudes towards the good in question and general attitudes should be measured in order to increase predictive validity.

Suggested Citation

  • Jurgen Meyerhoff, 2006. "Stated willingness to pay as hypothetical behaviour: Can attitudes tell us more?," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 49(2), pages 209-226.
    • Handle: RePEc:taf:jenpmg:v:49:y:2006:i:2:p:209-226
    DOI: 10.1080/09640560500507959
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    References listed on IDEAS

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    1. Elizabeth McClelland, 2001. "Measurement Issues and Validity Tests for Using Attitude Indicators in Contingent Valuation Research," NCEE Working Paper Series 200101, National Center for Environmental Economics, U.S. Environmental Protection Agency, revised Nov 2001.
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    Cited by:

    1. Matsiori, Steriani K., 2020. "Application of the New Environmental Paradigm to Greece: A critical case study," Economic Analysis and Policy, Elsevier, vol. 66(C), pages 335-344.
    2. Meldrum, James R., 2015. "Comparing different attitude statements in latent class models of stated preferences for managing an invasive forest pathogen," Ecological Economics, Elsevier, vol. 120(C), pages 13-22.
    3. Faccioli, Michela & Czajkowski, Mikołaj & Glenk, Klaus & Martin-Ortega, Julia, 2020. "Environmental attitudes and place identity as determinants of preferences for ecosystem services," Ecological Economics, Elsevier, vol. 174(C).
    4. Michela Faccioli & Mikołaj Czajkowski & Klaus Glenk & Julia Martin-Ortega, 2018. "Environmental attitudes and place identity as simultaneous determinants of preferences for environmental goods," Working Papers 2018-08, Faculty of Economic Sciences, University of Warsaw.
    5. Frauke Meyer & Hawal Shamon & Stefan Vögele, 2022. "Dynamics and Heterogeneity of Environmental Attitude, Willingness and Behavior in Germany from 1993 to 2021," Sustainability, MDPI, vol. 14(23), pages 1-22, December.
    6. Börger, Tobias & Hattam, Caroline, 2017. "Motivations matter: Behavioural determinants of preferences for remote and unfamiliar environmental goods," Ecological Economics, Elsevier, vol. 131(C), pages 64-74.
    7. Cristiano Franceschinis & Ulf Liebe & Mara Thiene & Jürgen Meyerhoff & Damien Field & Alex McBratney, 2022. "The effect of social and personal norms on stated preferences for multiple soil functions: evidence from Australia and Italy," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 66(2), pages 335-362, April.
    8. Güngör KARAKAŞ, 2021. "Factors affecting women's waste separation behaviour in Turkey," CES Working Papers, Centre for European Studies, Alexandru Ioan Cuza University, vol. 13(2), pages 181-196, July.
    9. Luo, Wen & Mineo, Keito & Matsushita, Koji & Kanzaki, Mamoru, 2018. "Consumer willingness to pay for modern wooden structures: A comparison between China and Japan," Forest Policy and Economics, Elsevier, vol. 91(C), pages 84-93.
    10. Huan Wang, 2022. "Knowledge or Responsibility? The Role of Media Use on Citizens’ Willingness to Pay for Environment Governance," Sustainability, MDPI, vol. 14(21), pages 1-15, November.
    11. Rosenberger, Randall S. & Needham, Mark D. & Morzillo, Anita T. & Moehrke, Caitlin, 2012. "Attitudes, willingness to pay, and stated values for recreation use fees at an urban proximate forest," Journal of Forest Economics, Elsevier, vol. 18(4), pages 271-281.
    12. Abiodun Olusola Omotayo & Peter Tshepiso Ndhlovu & Seleke Christopher Tshwene & Kehinde Oluseyi Olagunju & Adeyemi Oladapo Aremu, 2021. "Determinants of Household Income and Willingness to Pay for Indigenous Plants in North West Province, South Africa: A Two-Stage Heckman Approach," Sustainability, MDPI, vol. 13(10), pages 1-18, May.
    13. Choi, Andy S. & Fielding, Kelly S., 2013. "Environmental attitudes as WTP predictors: A case study involving endangered species," Ecological Economics, Elsevier, vol. 89(C), pages 24-32.
    14. Hynes, S. & Ankamah-Yeboah, I. & O’Neill, S. & Needham, K. & Bich Xuan, B. & Armstrong, C., 2020. "Entropy balancing for causal effects in discrete choice analysis: The Blue Planet II effect," Working Papers 309500, National University of Ireland, Galway, Socio-Economic Marine Research Unit.
    15. Abate, Tenaw G. & Börger, Tobias & Aanesen, Margrethe & Falk-Andersson, Jannike & Wyles, Kayleigh J. & Beaumont, Nicola, 2020. "Valuation of marine plastic pollution in the European Arctic: Applying an integrated choice and latent variable model to contingent valuation," Ecological Economics, Elsevier, vol. 169(C).
    16. Halkos, George & Matsiori, Steriani, 2018. "Environmental attitudes and preferences for coastal zone improvements," Economic Analysis and Policy, Elsevier, vol. 58(C), pages 153-166.
    17. Gruener, Sven & Soliev, Ilkhom & Pirscher, Frauke, 2024. "Multiple crises in mind, biodiversity out of sight? Insights from a behavioral study in Germany," OSF Preprints q4upd, Center for Open Science.
    18. Halkos, George & Matsiori, Steriani, 2017. "Estimating recreational values of coastal zones," MPRA Paper 80911, University Library of Munich, Germany.

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