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How Sensitive Are Environmental Values to Payment Card Design in Contingent Valuation?

Author

Listed:
  • Magnus Aagaard Skeie
  • Henrik Lindhjem
  • Ståle Navrud
  • Tobias Otterbring

Abstract

Contingent valuation studies of people’s willingness to pay (WTP) for ecosystem services are frequently used to inform the social benefit-cost analysis of environmental protection measures. Though contingent valuation is generally accepted in this context, response anomalies exist. Drawing on the anchoring-and-adjustment heuristic in psychology and context effects literature, we examine the impact of subtle design variation on people’s WTP. In a split-sample national survey of WTP to prevent coastal environmental damages from oil spills, different payment card elicitation formats significantly affect mean WTP, at most by 43%. This underscores the importance of a research agenda on the effects of subtle design variation on environmental value estimates.

Suggested Citation

  • Magnus Aagaard Skeie & Henrik Lindhjem & Ståle Navrud & Tobias Otterbring, 2025. "How Sensitive Are Environmental Values to Payment Card Design in Contingent Valuation?," Land Economics, University of Wisconsin Press, vol. 101(3), pages 398-422.
    • Handle: RePEc:uwp:landec:v:101:y:2025:i:3:p:398-422
    Note: DOI: https://doi.org/10.3368/le.101.3.061924-0053R
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    File URL: http://le.uwpress.org/cgi/reprint/101/3/398
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    More about this item

    JEL classification:

    • Q51 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Valuation of Environmental Effects

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