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Biodiversity loss is one of the planetary boundaries that is most urgently in need of action. However, very little is known about the consumers’ willingness to pay (WTP) for products with higher (or lower) levels of biodiversity performance. Therefore, this research was conducted to investigate how consumers’ WTP is influenced by a product's impact on biodiversity. To address this question, we collected representative data from 524 German consumers in a survey‐based experiment. Drawing on prospect theory, we identified the shape of the WTP reaction function for a given product in relation to its biodiversity performance. We demonstrate that consumers with sufficiently high levels of education and concern about biodiversity loss are willing to pay more for products with above‐average biodiversity performance and less for products with below‐average biodiversity performance. However, the extent to which a product outperforms the industry average does not influence consumers’ increased WTP. From a sustainable development perspective, these observed patterns highlight the problematic contrast between the pressing need for substantial improvements in product biodiversity performance and the limited incentives provided by consumers. Consequently, the findings suggest that the incentives that consumers currently provide for corporate biodiversity management are insufficient to assist in staying within the planetary boundaries. [ABSTRACT FROM AUTHOR]

Conservation of wetlands is essential because they provide numerous benefits to mankind in supporting human life, ecosystems and biodiversity, but predominant number of wetlands are at risk of degradation and loss due to both anthropogenic and natural processes. In this context, community participation is very important in the process of conservation of wetlands. Based on a primary survey of communities (401 households) living around three important wetlands of international importance (Harike, Ropar and Nangal Wetlands of Punjab), we examined the factors that determine individuals' willingness to pay for the protection of these wetlands. Using both qualitative (Likert scale) and quantitative (Probit regression) tools, we observed that these wetlands not only provide livelihood mechanisms to local people (living in villages and surrounding urban centers), but they also provide recreational opportunities. The respondents are aware about the ecological significance of the wetland and are willing to pay an average amount of INR 30 (US$0.5) per month. The standard of living, individual's level of education and awareness, and occupation significantly determine their willingness to pay for wetland protection in Punjab. Results of this study advocate the conservation of these wetlands from the perspective of sustaining the livelihoods of local people and provision of ecosystem services (ES) in Punjab, India. [ABSTRACT FROM AUTHOR]

The growing competition among coffee shops demands effective strategies, including the development of optimal pricing. An optimal pricing strategy must account for both changes in coffee ingredients and consumers' willingness to pay (WTP). This study investigated the factors influencing consumers' WTP and determined optimal prices through sensory evaluations of iced coffee. This study explored how demographic factors and sensory characteristics affect consumer WTP. This study involved direct consumer tastings, where participants provided subjective ratings of iced coffee and indicated their WTP. The coffee samples included variations in milk (white and black coffee) and sugar content (granulated sugar, palm sugar, and no sugar). To measure WTP, the Becker-DeGroot-Marschak (BDM) mechanism was employed, while a demand function was used to determine the optimal price. Stepwise backward logistic regression further analyzed the factors affecting WTP. The factors influencing willingness to pay were further analyzed using stepwise backward logistic regression. The findings reveal that optimal pricing varies, with iced coffee that includes both granulated sugar and milk commanding the highest WTP. Consumer WTP is significantly influenced by factors such as gender, frequency of coffee consumption, and individual taste preferences. There was a marked difference in WTP based on the amount of milk and sugar added, with coffee variations containing both granulated sugar and milk achieving the highest WTP. These results can serve as a valuable reference for coffee shops, helping them to determine the ideal product composition and pricing strategies to maximize revenue.

Concern for the sustainability of the natural environment is garnering increasing interest across the globe. Environmental issues may significantly impact individuals and societies in various ways, such as by influencing behaviors aimed at adopting more sustainable lifestyles and making eco-friendly purchasing decisions. This study investigates the attitudes of Polish consumers towards pro-environmental behaviors, specifically focusing on environmental concern (EC), promoting pro-environmental behavior (PPB), the belief that Poland should move away from coal (MAFC), and willingness to pay (WTP). Data on these variables were collected in 2023 from a sample of 554 Polish respondents selected using a non-random sampling method. Results were analyzed using confirmatory factor analysis (CFA) and structural equation modelling (SEM). Findings revealed that environmental concern (EC) influences promoting pro-environmental behavior (PPB) and that both EC and PPB affect the belief that Poland should move away from coal (MAFC). Additionally, promoting pro-environmental behavior (PPB) and MAFC were found to influence willingness to pay (WTP). However, EC was not found to have a significant direct impact on WTP. The hypotheses were tested using a structural equation model, validated by such fit indices as CMIN/df = 2.542 (0.90).

Understanding urban consumers' preferences for rice attributes is crucial for rice breeders, producers, and retailers to meet diverse and evolving market demands. Based on the sample data of 629 rice consumers in Shanghai, China, obtained through the choice experiment (CE) approach, this study uses the mixed logit (ML) model to analyze consumers' preferences and willingness to pay (WTP) for food safety labels, brands, nutritional quality, and taste quality. Furthermore, the latent class (LC) model examines the heterogeneity in consumer group preferences. The research findings highlight that consumers prioritize taste quality as the most crucial attribute, followed by nutritional quality, food safety labels, and brand attributes. The premium rates for superior taste quality, organic certification labels, and green certification labels exceeded 100%. Interestingly, while combining organic certification with well-known international or domestic brands does not uniformly boost consumer preferences, incorporating green certification alongside well-known international or domestic brands significantly elevates those preference levels. Factors such as the external environment, consumption habits, and personal characteristics significantly influence individuals' preferences for rice attributes. Based on these insights, the study puts forth policy recommendations for rice breeders, producers, and retailers. [ABSTRACT FROM AUTHOR]

Purpose: This article investigates the impact of the COVID-19 pandemic on the consumer preference for the attributes of online food delivery (OFD) services in India. It also shows how the order size influences the consumer's willingness to pay (WTP) for the attributes of OFD services. Design/methodology/approach: This work incorporates a conjoint analysis-based approach to determine the consumer preference for the attributes of OFDs such as price, delivery time, restaurant rating and packing quality during the COVID-19 pandemic. The fractional factorial design is applied for the data collection. The relative importance of the attributes and the part-worth utility of the attributes' levels have been determined. Further, the utility associated with the attributes' levels is used to find the consumer's WTP for different attributes. Findings: The COVID-19 pandemic has changed consumer preference from price to food and packing quality in India. When the order is small, consumers exhibit a higher preference to the delivery time than packing quality. In contrast, consumers show a higher preference to packing quality than delivery time with the increase in order size. The consumer's WTP attains the highest level in case of food quality, followed by convenience and packing quality. The WTP for the attributes rises with the increase in order size. Practical implications: The insights highlight the need for the online food delivery industry to redesign the business framework in the post-pandemic era. The hygiene and safety measures maintained by the consumers during the pandemic have significantly changed their purchasing behaviour, raising their preference for service quality (food and packing quality) of the OFD services apart from price. Originality/value: This work determines the consumers' utility for each attribute level of OFDs, along with their relative importance. Moreover, this study contributes to the existing literature by exhibiting the impact of the COVID-19 pandemic on the consumer preference and order size on consumer's WTP for the attributes. [ABSTRACT FROM AUTHOR]

Taking Mount Wuyi National Park as an example, this paper uses the Willingness to Pay (WTP) and Best-Worst Scaling (BWS) methods, combined with quantitative analysis methods such as linear correlation analysis and binary logit regression analysis, to explore tourists' willingness to pay for Mount Wuyi Park and its influencing factors. Research results show that tourists' overall willingness to pay is concentrated in the range of 61 to 150 yuan, and Maxdiff model shows that tourists' willingness to pay is 77.04 yuan. The willingness to pay of tourists is positively correlated with their satisfaction and daily average consumption in scenic areas. The higher the overall satisfaction of tourists, the higher their willingness to pay. The impact of factors such as daily expenses, number of tourists, and infrastructure of scenic spots on willingness to pay is more significant. Respondents with higher daily expenses are more affected by the number of tourists and the quality of scenic spot services. [ABSTRACT FROM AUTHOR]

AbstractDairy production is one of the risky businesses, which seeks effective risk management strategies. Adoption of a livestock insurance scheme is one of the most effective risk management strategies for dairy entrepreneurs. However, in Nepal, insurance coverage is very low in the dairy sub-sector. The study aimed to assess the dairy farmer’s willingness to pay for the livestock insurance scheme. The study was carried out in Kavrepalanchowk district of Nepal in 2022. The simple random sampling technique was used to select 146 dairy farmers. Double Bounded Dichotomous Choice Contingent Valuation technique was used to estimate Willingness to Pay (WTP). About 93% of the respondent farmers were the member of cooperatives which was the major source of information flow for livestock insurance scheme to them. The result revealed that number of cattle reared, awareness about livestock insurance scheme, and experience of livestock loss have significant positive influences in the decision regarding the adoption of livestock insurance. Farmers are willing to pay more than the current premium rate for livestock insurance. Hence, only increasing the subsidy might not be the solution in expanding the livestock insurance adoption rate. Rather, alternative approach like mobilizing institutions (cooperative) in expanding the insurance scheme is required.

This study explores consumer preferences for brands that emphasize sustainability and inclusivity, and for brands perceived as exclusive and trendy. Consumer data obtained via a large-scale survey involving 24,798 participants across 20 countries and one special administrative region (SAR) are used to understand how willingness to pay (WTP) for these brand types varies globally, accounting for demographic factors like generation, gender, and country. A substantial body of literature highlights growing consumer interest in brands that stand for sustainability and inclusivity, challenging traditional notions that luxury and exclusivity primarily drive brand value. Despite persistent skepticism among some business executives about consumers' actual versus claimed willingness to spend more for sustainable and inclusive brands, academics and commercial researchers increasingly signal a shift in purchasing behavior that is influenced by socio-ecological factors. This research aims to provide empirical data on consumer WTP across different demographics and countries/regions, thereby contributing to academic discussions and offering insights for managerial decision making. The study frames its investigation around four research questions, to explore how consumers' WTP for exclusive and inclusive brands varies across generations, genders, and countries/regions. It employs a robust methodological approach, using confirmatory factor analysis (CFA) and structural equation modeling (SEM) to analyze the data. This ensures that the constructs of brand inclusiveness and exclusivity are comparable across diverse cultural contexts. Significant gender, generational, and country/region differences are observed. When comparing generations, the findings indicate that GenZ consumers have a higher WTP for sustainable/inclusive brands (compared to older, GenX, and Baby Boomer generations). Similar patterns are found when considering WTP for exclusive, on-trend brands. In terms of gender, women are observed to have a higher WTP for sustainable/inclusive brands, but a lower WTP for exclusive, on-trend brands compared to men. Finally, compared to consumers originating from certain European countries, we find that consumers living in certain Asian countries/regions have a significantly higher WTP for inclusive and sustainable brands, as well as for exclusive/on-trend brands. The study underscores the complexities of consumer behavior in the global market, highlighting the coexistence of traditional preferences for exclusive, trendy brands and preferences for brands that embrace sustainability and inclusivity. [ABSTRACT FROM AUTHOR]

Promoting the consumption of mountain products could contribute to the sustainable development of mountain areas, as it enables the preservation of traditional production methods while yielding positive socioeconomic outcomes. Labeling is an important marketing tool that supports mountain food supply chains and sustainable mountain development, since it guarantees the origin and specific quality attributes of the mountain product to consumers and thereby supports producers in marketing mountain food products. The European Union (EU) quality term "mountain product" was created for these reasons. However, so far, using this new labeling scheme for wine has not been allowed. The aim of this study is to contribute to the ongoing debate surrounding the possible extension of the EU quality term to the wine sector from a consumer perspective. An online auction was conducted to identify whether Italian consumers are willing to pay more for a wine with an EU mountain product logo on the label. Furthermore, a cluster analysis was run to segment the market of potential customers of mountain wine based on the "greenness" of their lifestyle. While the results of the online experiment did not indicate any significant difference between the prices paid in presence or in absence of the mountain product logo, our findings revealed the existence of clusters of consumers characterized by a green lifestyle who value mountain wines and are willing to pay a price premium for the EU mountain product logo. This is an encouraging signal for wine growers in the mountains who have already started investing in wines that are produced in a more sustainable way and who want to stay competitive. [ABSTRACT FROM AUTHOR]

Providing pre-hospital emergency services is accessible in Iran but costly for the country's health system. This study calculated the willingness to pay (WTP) for pre-hospital emergency services in Iran. Discrete choice experiment (DCE) was used to measure the population's WTP for ambulance services focusing on time, price, and quality of services. Four hundred and sixty people in Rasht city, Iran, participated in this online survey. Participants preferred lower transfer fees (β = -0.7, P = 0.05), lower time of reaching to the scene (β = -0.061, P = 0.05), lower time to arrive to the hospitals (β = -0.038, P = 0.05), Private ambulance (β = -0.151, P = 0.05), and emergency medical services (EMS) technicians (β = 0.209, P = 0.05). Patients' WTP in selecting EMS services can help policymakers to provide the best services. [ABSTRACT FROM AUTHOR]

Irrigation network maintenance is very important to ensure the function of irrigation run well. Therefore, maintenance fee is necessary to maintain the irrigation network. The problem is the maintenance cost of irrigation network is expensive, the second highest cost after rehabilitation costs. Thus, participation of farmers in irrigation network maintenance is essential. One of participation by farmers is in the form of regular fees. This study aims to determine the number of fees farmers are willing to pay to maintain irrigation networks through the willingness-to-pay approach. This study was conducted in the irrigation area of the Gonggang reservoir in Magetan District. The subject is farmers who use irrigation – the data collection technique used by observation, interview, questionnaire, and documentation. The data analysis technique used is the contingent valuation method with steps (1) determining the hypothetical market, (2) obtaining bids, (3) estimating average willingness to pay, (4) estimating bid curves, and (5) aggregating data. The result shows that the amount of farmers’ willingness to pay the maintenance fees for irrigation networks at Gonggang reservoir irrigation area in Magetan District by using the contingent valuation method is IDR 90,621 (USD 5.45) for each hectare for each planting period with total willingness to pay in the population of IDR 116,188,708 (USD 7,951.59) for each planting period.

Abstract Background mRNA technology is currently being investigated for a range of oncology indications. We assessed the willingness to pay (WTP) of the general population in Israel for a hypothetical novel mRNA-based treatment for oncology indications. Methods We used a contingent valuation methodology to elicit WTP using a web-based questionnaire. A sample of adult participants were presented with a hypothetical scenario in which an mRNA-based intervention increased the likelihood of a cure for various cancer types from 20% to 40% (half of the sample), or 60% (the other half of the sample). Results 531 respondents completed the questionnaire. The mean, median and mode WTP for the proposed hypothetical treatment in both scenarios were ILS65,000 (± ILS114,000), ILS20,000 and ILS50,000, respectively (1USD = 3.4ILS). The WTP was skewed towards zero, and 9.6% of the respondents were not willing to pay any amount. WTP higher amounts was significantly associated with higher income (p

Smart cars have become more intelligent and technologically complex; however, consumers have raised concerns about their security because of hacking and technical safety. Although numerous studies have focused on the technological issues of smart cars, there is a need for new perspectives and discussions to examine drivers’ perceptions of smart car security and safety. Understanding drivers’ security perceptions and behaviors in a smart car environment is crucial for enhancing smart car security and driving industrial growth. Therefore, this study analyses the factors affecting drivers’ willingness to pay (WTP) for smart car security based on protection motivation theory and explores the relationship between protective motivations and post-behavior. This study analyses how drivers’ security vulnerabilities and severity perceptions in a smart car environment affect their WTP for security software. In addition, the comparative analysis discusses how security perceptions differ between traditional PC and smart car environments. The results of this study demonstrate that drivers are sensitive to smart car security and are willing to pay to strengthen security. Moreover, the results of this study suggest that the role of security solution companies is important for strengthening smart car security and expanding the market. This study has academic significance because it is an early study discussing driver behavior related to smart car security software on a theoretical basis. It is also significant because it provides practical implications for smart car security market growth and guides the formulation of effective security policies.

Introduction: Pasta is a key product in Italy's agri-food industry, consumed due to its ease of preparation, nutritional richness, and cultural importance. Evolving consumer awareness has prompted adaptations in the pasta market, to address concerns about social, environmental, quality, and food safety issues. This study examines Italian consumers' willingness to pay (WTP) for pasta in local markets, analysing their behaviours and preferences. Methods: For this purpose, we used a discrete choice experiment (DCE) technique combined with a latent variable model. We also collected 397 valid online questionnaires. Results and Discussion: The results reveal an interest utility among all respondents to pay a price premium of €1.16, €0.82, €0.62, €0.41, and €0.36 for 500 g of pasta, for the use of blockchain/QR code (BC) technology on the label, providing data on credence attributes such as safety, environmental and social sustainability as well as business innovative practices, respectively. As such, this research has private and public implications. On one hand, this research may bridge the scarcity in studies regarding consumer preferences and WTP for BC in the pasta value chain, preventing agricultural frauds, ensuring the sustainability and quality of agri-food products like pasta, and protecting and educating consumers through clear and transparent information. On the other hand, this research may incentivise pasta businesses to meet social and environmental consumers' demands while simultaneously enhancing their financial performance. [ABSTRACT FROM AUTHOR]

In Yucatan, the transition from rural to semi-urban communities has occurred mainly in the municipality seats; this transition comes with the problems of waste management. The municipalities oversee the Integral Urban SolidWaste Management (IUSWM); but in recent years, the public-private partnership for waste management has proved to be an effective strategy. There are few studies on the IUSWM in rural or semi-urban areas and the users' willingness to pay, information that would help public policymakers to design adequate plans and programs for its management. Therefore, the purpose of this study is to determine the socioeconomic factors associated with the willingness to pay for the IUSWM of users in semi-urban municipalities of Yucatan. A total of 1,144 interviews were conducted in 6 semi-urban localities in Yucatan, and the data were analyzed using descriptive and inferential statistics with a Tobit regression econometric model. 69.75% of the surveyed users declared that they were willing to pay an average of 17.65 Mexican pesos (0.85 U.S. dollars) for the integral urban solid waste management. The willingness to pay decreases when the Mayan language predominates among the member of the household, and when they have fewer tangible assets and rooms. There are cultural and social factors rooted in solid waste collection, this integrated system may be accompanied by other types of economic incentives to modify consumers' behavior towards something more beneficial for the environment, such as the homes' income. [ABSTRACT FROM AUTHOR]

Agrobiodiversity is associated with a range of important but poorly quantified public good ecosystem services, the conservation of which requires public support. With a view to determining the general public's willingness to pay (WTP) for such conservation, we organised interviews with 491 adult Peruvian residents in three regions a stated preference choice experiment (CE) to elicit the value they place on crop genetic resources conservation, using quinoa cultivation as a case study. Responses revealed strong support for the conservation of quinoa diversity particularly when conservation was framed in terms of conserving national cultural identity or food security. Respondents were willing to make a one-off donation of US$31.79 to an in situ on-farm quinoa crop diversity conservation programme, placing the highest values on programme attributes related to securing bequest/existence and option values, followed closely by stable landscape conservation. WTP was higher when the public was reminded that conservation also contributed to national cultural identify or food security. A conservative aggregation of the WTP estimates to the population of the three regions results in an estimated total WTP for quinoa conservation of US$24.18 m and a benefit-cost ratio of 1.22. Findings demonstrate the significant and frequently ignored social welfare benefits associated with non-market agrobiodiversity-related public good ecosystem services, in this case equivalent to just over a quarter of market production values. Such information can be used to design and prioritise quinoa genetic diversity conservation programmes with an emphasis on such attributes. [ABSTRACT FROM AUTHOR]

In recent years, the transportation landscape has seen a notable shift towards shared mobility, driven by its advantages over traditional systems fraught with inefficiencies. This shift has ushered in demand-responsive transport (DRT) systems, enabled by mobile technology. DRT offers a promising solution for the sustainability of public transport, also for rural Slovakia; however, higher individual journey costs and the necessity for online booking create adoption barriers for this new form. This paper conducts a thorough willingness-to-pay analysis in seven rural Slovak settlements, with the goal of understanding variations and comparing the findings with the existing research. Location, household size, age, car and train usage, and previous experiences with bus transport significantly impact the willingness to pay. Consequently, tailored DRT strategies are necessary for different target groups. To maximize the efficiency of this service, integrating DRT into the regional or national public transportation network is recommended. Insights from this study hold significant implications for policymakers tasked with transforming regional transportation, particularly by integrating DRT into fixed-route bus systems. [ABSTRACT FROM AUTHOR]

Irrigation network maintenance is very important to ensure the function of irrigation run well. Therefore, maintenance fee is necessary to maintain the irrigation network. The problem is the maintenance cost of irrigation network is expensive, the second highest cost after rehabilitation costs. Thus, participation of farmers in irrigation network maintenance is essential. One of participation by farmers is in the form of regular fees. This study aims to determine the number of fees farmers are willing to pay to maintain irrigation networks through the willingness-to-pay approach. This study was conducted in the irrigation area of the Gonggang reservoir in Magetan District. The subject is farmers who use irrigation - the data collection technique used by observation, interview, questionnaire, and documentation. The data analysis technique used is the contingent valuation method with steps (1) determining the hypothetical market, (2) obtaining bids, (3) estimating average willingness to pay, (4) estimating bid curves, and (5) aggregating data. The result shows that the amount of farmers' willingness to pay the maintenance fees for irrigation networks at Gonggang reservoir irrigation area in Magetan District by using the contingent valuation method is IDR 90,621 (USD 5.45) for each hectare for each planting period with total willingness to pay in the population of IDR 116,188,708 (USD 7,951.59) for each planting period. [ABSTRACT FROM AUTHOR]

Promoting the consumption of mountain products could contribute to the sustainable development of mountain areas, as it enables the preservation of traditional production methods while yielding positive socioeconomic outcomes. Labeling is an important marketing tool that supports mountain food supply chains and sustainable mountain development, since it guarantees the origin and specific quality attributes of the mountain product to consumers and thereby supports producers in marketing mountain food products. The European Union (EU) quality term “mountain product” was created for these reasons. However, so far, using this new labeling scheme for wine has not been allowed. The aim of this study is to contribute to the ongoing debate surrounding the possible extension of the EU quality term to the wine sector from a consumer perspective. An online auction was conducted to identify whether Italian consumers are willing to pay more for a wine with an EU mountain product logo on the label. Furthermore, a cluster analysis was run to segment the market of potential customers of mountain wine based on the “greenness” of their lifestyle. While the results of the online experiment did not indicate any significant difference between the prices paid in presence or in absence of the mountain product logo, our findings revealed the existence of clusters of consumers characterized by a green lifestyle who value mountain wines and are willing to pay a price premium for the EU mountain product logo. This is an encouraging signal for wine growers in the mountains who have already started investing in wines that are produced in a more sustainable way and who want to stay competitive.

Providing pre-hospital emergency services is accessible in Iran but costly for the country’s health system. This study calculated the willingness to pay (WTP) for pre-hospital emergency services in Iran. Discrete choice experiment (DCE) was used to measure the population’s WTP for ambulance services focusing on time, price, and quality of services. Four hundred and sixty people in Rasht city, Iran, participated in this online survey. Participants preferred lower transfer fees (β = -0.7, P˂ 0.05), lower time of reaching to the scene (β = -0.061, P˂ 0.05), lower time to arrive to the hospitals (β = -0.038, P ˂ 0.05), Private ambulance (β = -0.151, P ˂ 0.05), and emergency medical services (EMS) technicians (β = 0.209, P ˂ 0.05). Patients’ WTP in selecting EMS services can help policymakers to provide the best services.

The transportation sector will be critical to the successful pursuit of the carbon neutrality goal in China. Electric vehicles (EVs) have seemed to be an important solution, for reducing carbon emissions, and residents’ support will be essential to achieve the extensive use of EVs. Thus, this study aimed to explore Macao residents’ willingness to buy (WTB) and pay for (WTP) EVs through 406 questionnaires, and to determine the influencing factors. The results showed that convenience, actual cost and environmental benefits are the consideration factors for residents to purchase EVs. It was found that 90.14% of respondents were willing to buy an EV. For WTP, however, the proportion fell to 56.71%. The environmental benefits, battery range, charging convenience and safety of EVs, and consumer income are all positively correlated with respondents’ WTB. For their WTP, potential pollution from fuel vehicles, driving frequency and environmental benefits of EVs were more important. Using the contingent valuation method (CVM), it was estimated that respondents’ WTP value is about 15041.10 MOP (much lower than market value gap: 50000 MOP). In summary, the existing policies in Macao are insufficient to guide and improve the residents’ WTB and WTP. In the future, the government should strengthen publicity, especially to young consumers, and give EV owners some privileges, to stimulate residents’ WTB and WTP. In addition, in the context of carbon neutrality, more attention should be paid to cleaner power generation in Macao.

Understanding urban consumers’ preferences for rice attributes is crucial for rice breeders, producers, and retailers to meet diverse and evolving market demands. Based on the sample data of 629 rice consumers in Shanghai, China, obtained through the choice experiment (CE) approach, this study uses the mixed logit (ML) model to analyze consumers’ preferences and willingness to pay (WTP) for food safety labels, brands, nutritional quality, and taste quality. Furthermore, the latent class (LC) model examines the heterogeneity in consumer group preferences. The research findings highlight that consumers prioritize taste quality as the most crucial attribute, followed by nutritional quality, food safety labels, and brand attributes. The premium rates for superior taste quality, organic certification labels, and green certification labels exceeded 100%. Interestingly, while combining organic certification with well-known international or domestic brands does not uniformly boost consumer preferences, incorporating green certification alongside well-known international or domestic brands significantly elevates those preference levels. Factors such as the external environment, consumption habits, and personal characteristics significantly influence individuals’ preferences for rice attributes. Based on these insights, the study puts forth policy recommendations for rice breeders, producers, and retailers.

Purpose. This research aims to quantify the willingness to pay (WTP) of urban residents in the Mekong Delta for the environmental and social benefits associated with renewable energy projects. By analysing their preferences and priorities regarding renewable energy implementation, this study aims to contribute to the increasing knowledge on the drivers of sustainable energy transitions in developing regions. Methodology / approach. This paper leverages a choice modeling (CM) framework to analyse the economic viability of renewable energy investments in Vietnam. The CM technique is advantageous for its ability to capture individual preferences for complex goods or services characterised by multiple attributes and trade-offs. This enables a detailed assessment of the diverse economic values associated with renewable energy sources, beyond their traditional energy generation capacity, including environmental externalities, social impacts, and potential synergies with other sectors. Results. Residents showed significant WTP for renewable energy initiatives improving landscape aesthetics, wildlife habitats, air quality, and job opportunities. Higher income, education, and knowledge level are positively associated with greater WTP. Younger respondents showed a strong position in favor of renewable energy sources. Households with more children were less likely to support the status quo, and married respondents were more pro-renewable. Perceived community involvement emerged as a significant factor in supporting renewable energy policies. Originality / scientific novelty. This study represents a novel application of CM within the Vietnamese context, providing valuable quantitative data for policymakers and stakeholders. By estimating WTP for specific renewable energy attributes, we inform cost-benefit assessments and support the development of efficient policies for managing renewable energy investments. This data facilitates resource allocation and prioritisation of projects with the highest societal value. Practical value / implications. Our findings underscore the crucial role of public awareness and education in driving renewable energy implementation. Residents with a clear understanding of the benefits demonstrate a higher WTP. Hence, we recommend a multifaceted communication strategy to educate the public about the environmental, social, and economic benefits of renewable energy. This involves utilising diverse channels like community meetings, media outreach, online platforms, and expert engagement to disseminate accurate and engaging information. By fostering knowledge and understanding, we can cultivate a strong public mandate for renewable energy investment, facilitating informed decision-making and accelerating the transition to a sustainable energy future in the Mekong Delta.

In 2021, the Biden Administration issued mandates requiring COVID‐19 vaccinations for U.S. federal employees and contractors and for some healthcare and private sector workers. These mandates have been challenged in court; some have been halted or delayed. However, their costs and benefits have not been rigorously appraised. This study helps fill that gap. We estimate the direct costs and health‐related benefits that would have accrued if these vaccination requirements had been implemented as intended. Compared with the January 2022 vaccination rates, we find that the mandates could have led to 15 million additional vaccinated individuals, increasing the overall proportion of the fully vaccinated U.S. population from 64% to 68%. The associated net benefits depend on the subsequent evolution of the pandemic—information unavailable ex ante to analysts or policymakers. In scenarios involving the emergence of a novel, more transmissible variant, against which vaccination and previous infection offer moderate protection, the estimated net benefits are potentially large. They reach almost $20,000 per additional vaccinated individual, with more than 20,000 total deaths averted over the 6‐month period assessed. In scenarios involving a fading pandemic, existing vaccination‐acquired or infection‐acquired immunity provides sufficient protection, and the mandates' benefits are unlikely to exceed their costs. Thus, mandates may be most useful when the consequences of inaction are catastrophic. However, we do not compare the effects of mandates with alternative policies for increasing vaccination rates or for promoting other protective measures, which may receive stronger public support and be less likely to be overturned by litigation. [ABSTRACT FROM AUTHOR]

In recent years, the dust phenomenon has become one of the most important environmental challenges throughout the world, and one of its negative effects is on the agriculture sector. The aim of this research is first to determine dust emission sources in Alborz Province and then to estimate the willingness to pay (WTP) for reducing the effects of dust on the agriculture of dust emission sources and their surrounding areas. The Index of Land Susceptibility to Wind Erosion (ILSWE) was used to determine dust emission sources. ILSWE consisted of the combination of 5 effective factors in wind erosion, namely climate erosivity, soil erodibility, soil crust, vegetation cover, and surface roughness. In the next step, according to the produced map of dust emission sources, the affected rural districts were identified, and then using the contingent valuation method (CVM), individuals’ WTP for preventing and reducing the negative impacts of the dust phenomenon on the agriculture was calculated by 400 questionnaires. According to the results, the classification map of ILSWE indicated that while classifying the areas in terms of their sensitivity to wind erosion 7.8% of the study area was placed in the very high sensitivity class. This class was considered the center of dust production, which was located chiefly in the southern parts of Alborz Province. Using the CVM method, the expected value rate and the WTP were calculated as 1654231 Rials (approximately $ 5.5). According to the population of the affected area, the total value of protecting the agricultural products against dust phenomenon is 27433766904 Rials ($91445.89) annually.

Abstract Background About 5–10% of breast cancer cases are attributed to a gene mutation. To perform preventive interventions for women with a gene mutation, genetic screening BRCA tests have recently been implemented in Iran. The present study aimed to determine Iranian women’s subjective valuation for screening BRCA tests for early detection of breast cancer to help policymakers to make decisions about genetic screening tests for breast cancer and to know the applicants. Methods An online survey was completed by women older than 30 years old in Tehran, the capital of Iran in 2021. A hypothetical scenario about genetic screening tests for breast cancer was defined. The subjective valuation for the tests was assessed by a willingness to pay (WTP) using the contingent valuation method (CVM) by payment card. Demographics, history of breast cancers, knowledge, and physiological variables were considered as independent variables, and a logistic regression model assessed the relationship between WTP and the variables. Results 660 women were included. 88% of participants intended to participate in BRCA genetic screening for breast cancer if it were free. The mean WTP for the tests was about $ 20. Based on the logistic regression, income, family history of breast or ovarian cancer, and positive attitude were associated with WTP. Conclusions Iranian women were willing to intend for genetic screening BRCA tests and pay for them as well. The result of the present study is of great importance for policy makers when it comes to funding and determining co-payments for BRCA genetic screening tests. To achieve a high participation rate of women in breast cancer screening plans, a positive attitude should be promoted as a psychological factor. Educational and informative programs can help.

In Yucatan, the transition from rural to semi-urban communities has occurred mainly in the municipality seats; this transition comes with the problems of waste management. The municipalities oversee the Integral Urban SolidWaste Management (IUSWM); but in recent years, the public-private partnership for waste management has proved to be an effective strategy. There are few studies on the IUSWM in rural or semi-urban areas and the users’ willingness to pay, information that would help public policymakers to design adequate plans and programs for its management. Therefore, the purpose of this study is to determine the socioeconomic factors associated with the willingness to pay for the IUSWM of users in semi-urban municipalities of Yucatan. A total of 1,144 interviews were conducted in 6 semi-urban localities in Yucatan, and the data were analyzed using descriptive and inferential statistics with a Tobit regression econometric model. 69.75% of the surveyed users declared that they were willing to pay an average of 17.65 Mexican pesos (0.85 U.S. dollars) for the integral urban solid waste management. The willingness to pay decreases when the Mayan language predominates among the member of the household, and when they have fewer tangible assets and rooms. There are cultural and social factors rooted in solid waste collection, this integrated system may be accompanied by other types of economic incentives to modify consumers’ behavior towards something more beneficial for the environment, such as the homes’ income.

Personal carbon trading is a form of pollution rights trading that is worth exploring as an innovative tool to cut back carbon emissions from travel. This paper proposes a policy scenario in which car users who exceed the average distance traveled quota are required to purchase travel credits from those who do not reach the quota and pay for them on a per hundred kilometer basis. Willingness to pay (WTP) for personal carbon trading is introduced to calculate the travel cost and its influencing factors are analyzed from the perspective of green travel. Using the double-bounded dichotomous choice contingent valuation method (DBDC), 2712 residents’ data from five provincial capital cities in eastern China is obtained. Based on this, this study first uses a binary logistic regression model to analyze the characteristics of people who are not willing to pay for green travel carbon trading, and then leverages an interval regression model to explore the willingness and intrinsic motivation of being willing to pay more or less for green travel. The results suggest that perceived usefulness is a key influencing factor of residents’ willingness to pay or pay more for green travel; Personal habits have a significant positive effect among those willing to pay; Subjective norms and moral norms can well account for the unwillingness to pay; Attitudes, perceived behavioral control, and environmental awareness fail to predict the willingness to pay among those who are unwilling to pay. In addition, WTP is also affected by demographic variables such as income and educational background. The empirical results as well indicate that the final average level of respondents’ WTP is 39.95 yuan per 100 km. The findings of this paper can provide a pricing basis while formulating personal travel carbon trading policies.

A critical aspect of climate policy is effective communication about greenhouse gas emissions (GHG-E) themselves. However, since attitudes towards climate change vary by different segments of the population, different methods of communication about GHG-E may be necessary. This study investigates different responses to GHG-E information by population and how to best communicate such information with them. Eight framing techniques following goal framing theory and moral foundations theory were developed, and a discrete choice experiment was applied to determine willingness to pay (WTP) for CO 2 emissions reductions. Six segmentation analyses for people's WTP for emissions under different framing techniques were carried out for culture, region, urban-rural residence, political leaning, attitudes and beliefs towards climate change, and income. Based on the data of 2015 respondents from six provinces of Canada, the strength of GHG information influence was tested according to different respondent segmentations. The results show that in most cases, an emoticon framing has the strongest influence, though two exceptions exist: With respect to political orientation, nearly all framings were ineffective for those on the extremes, and for those on the right (not extreme) the current label has the largest impact; With respect to climate change motivation, color framing works best for those unsure how to reduce emissions, while the current label works for those uninterested in reducing their emissions. Surprisingly, "tree" framing was most effective among those who report not being concerned about climate change. The results help policy and decision-makers improve the likelihood of climate-friendly choices being made. • Attitudes towards climate change vary by different segments of the population. • New framing techniques are designed on goal framing theory and moral foundations. • Willingness to pay for CO 2 emission reductions varies by different segmentations. • Emoticon framing has the strongest influence on most segmentations. • "Tree" framing works the best for those who are not concerned about climate change. [ABSTRACT FROM AUTHOR]

E-waste is becoming a concern due to its toxic content and serious pollution effect. Many studies have focused on the detrimental impacts of hazardous e-waste and extended producer responsibility for e-waste recycling. There is, however, a lack of case studies from the perspectives of consumers' awareness of e-waste, and willingness to pay (WTP) for e-waste recycling. An e-waste management system cannot be efficient when consumers are not actively involved in. Based on a survey of 544 respondents in Ho Chi Minh City, this paper investigates the respondents' WTP for e-waste recycling and factors affecting their WTP by integrating the theory of planned behaviour and the norm activation model. The Contingent Valuation Method and Tobit model were applied to estimate and explain consumers' WTP for e-waste recycling. The model showed that subjective/social norms, moral/personal norms, inconvenience of recycling, perception of e-waste pollution, age, home ownership, and income significantly affected WTP for e-waste recycling. The estimated mean WTP from the Tobit model was 1.588% (Televisions), 1.644% (Computers) and 1.656% (Mobile phones) of the purchasing bills. The findings are useful for policy-makers in developing more effective environmental management policies for e-waste. [ABSTRACT FROM AUTHOR]

As one of the stakeholders of the soil pollution control, the public's willingness to pay for soil pollution control is an important factor of soil protection and pollution control. The purpose of this study was to investigate the difference of residents' willingness to pay (WTP) in soil pollution control by using the multigroup structural equation model (SEM), which was used to study the behavior and WTP of residents in quantitative analysis. The results show that, in terms of individual characteristics, residents living in different regions show significant differences in their WTP, residents of different age, occupation, income level and education level all show significant differences in WTP. As far as the determinants are concerned, the subjective norms and personal norms of urban residents have the greatest influence on their WTP, followed by urban residents and village residents. As a whole, residents' WTP is positively influenced by their subjective norms and personal norms. Residents' WTP can promote their payment behavior, but the overall range is small and there are spatial differences. [ABSTRACT FROM AUTHOR]

China's Grassland Eco-Subsidy Program has been implemented since 2011 to protect and sustain grassland resources and improve the economic situation of herders. In this case study, we aimed to evaluate the policy from the perspective of pastoral differentiations and their willingness to accept (WTA) the eco-subsidy. Using the contingent valuation method (CVM), we interviewed 410 herder households in the grass–livestock balance sub-policy zones across Inner Mongolia, and examined how their horizontal and vertical differentiation affected their WTA and compensation expectations in a sorted Logistic model and a Tobit model, respectively. Our findings suggest that horizontal differentiation of herders (variations of income sources and employment) promoted the WTA for the eco-subsidy and inhibited the increase in compensation expectations. A large vertical differentiation extent (income disparity) lowered the WTA but raised expectations for payment levels. Additionally, factors such as operating pasture area, precipitation, and supervision intensity had significant impacts. Grazing income remained the primary income source for most herder households, reflecting the characteristics of "the rational economic man". Our results suggest a need for policy improvements to guide herders towards becoming "rational ecological men". By considering this differentiation, policy makers can better tailor the program to meet the needs and expectations of diverse herder households. [ABSTRACT FROM AUTHOR]

Introduction: In recent years, the phenomenon of dust has become one of the most important environmental challenges around the world, which is one of its negative effects on the agricultural sector. Dust on agriculture can affect the growth and performance of plants by affecting the photosynthesis process and also by increasing the leaf temperature, and by providing favorable conditions for the occurrence of diseases and disrupting the population balance of pests against beneficial and predatory insects and Also, the effect of reducing the efficiency of spraying plants against pests and diseases creates the grounds for causing damage and reducing production in various agricultural and horticultural products. The purpose of this research is to estimate the willingness to pay to reduce the effects of dust on the agricultural sector of the centers of dust production and its surrounding areas in Alborz province.Materials and Methods: In order to achieve the goal of this research, first, according to the map of dust centers prepared in Alborz province, the affected villages were determined. Ahmedabad areas are affected by dust. Then, using the Contingent valuation method (CVM), the willingness of people to pay to prevent and reduce the negative effects of the dust phenomenon on the agricultural sector was calculated using 400 questionnaires. It should be noted that the number of questionnaires was determined by using the Cochrane relationship and the population of the villages affected by dust.Results: According to the results of this research, the correct percentage of the estimated willingness of farmers to pay in order to reduce dust damage is 73% in the derived model. Also, the amount of expected value (WTP) was calculated equal to 165423 rials (approximately equal to 5.5 dollars). According to the population of the affected area, the total value of preserving agricultural products against the phenomenon of dust is equal to 2743375032 rials ($9144.58) per year. The results showed that the variables of age, number of working people, education, income and environmental awareness index have a positive and significant effect on the willingness of farmers to pay to preserve agricultural products against dust. In other words, the increase in age, the number of working people in the family, the increase in the level of education, the increase in income and the increase in awareness of farmers increase their willingness to pay.Discussion: The evaluation of the willingness to pay of farmers in Alborz province in order to reduce the dust damage on the agricultural sector showed that increasing awareness, education and experience (age) increases the willingness of farmers to pay dust control costs. Therefore, it can be said that in order to control and stabilize the sources of dust production in Alborz province, the knowledge and awareness of farmers regarding the negative effects of dust on the agricultural sector should be increased by using advertising training classes and so on. As a result, the willingness to pay farmers will increase. Then, in the form of non-governmental organizations or cooperative projects with the government, he designed and implemented programs to control and stabilize dust production sources with the participation of farmers.

In recent years, the dust phenomenon has become one of the most important environmental challenges throughout the world, and one of its negative effects is on the agriculture sector. The aim of this research is first to determine dust emission sources in Alborz Province and then to estimate the willingness to pay (WTP) for reducing the effects of dust on the agriculture of dust emission sources and their surrounding areas. The Index of Land Susceptibility to Wind Erosion (ILSWE) was used to determine dust emission sources. ILSWE consisted of the combination of 5 effective factors in wind erosion, namely climate erosivity, soil erodibility, soil crust, vegetation cover, and surface roughness. In the next step, according to the produced map of dust emission sources, the affected rural districts were identified, and then using the contingent valuation method (CVM), individuals' WTP for preventing and reducing the negative impacts of the dust phenomenon on the agriculture was calculated by 400 questionnaires. According to the results, the classification map of ILSWE indicated that while classifying the areas in terms of their sensitivity to wind erosion 7.8% of the study area was placed in the very high sensitivity class. This class was considered the center of dust production, which was located chiefly in the southern parts of Alborz Province. Using the CVM method, the expected value rate and the WTP were calculated as 1654231 Rials (approximately $ 5.5). According to the population of the affected area, the total value of protecting the agricultural products against dust phenomenon is 27433766904 Rials ($91445.89) annually. [ABSTRACT FROM AUTHOR]

This work uses the systematic literature review (SLR) method to explore the premium that consumers would be willing to pay to stay at a green hotel. To the best of the author's knowledge, it is the first review on this topic and, thus, fills a gap in the existing literature. The search process identified 22 articles from 13 countries which were analyzed to explore three principal research questions regarding the valuation methods used to estimate the premium, the size of the premium, and the factors affecting the premium. From a policy perspective, the analysis shows that the lack of studies on the topic is a serious obstacle to the hotel sector's efforts to reduce its environmental footprint. From a managerial perspective, it is argued that consumers who are willing to pay to stay at green hotels would accept a premium of around 5%. Finally, from an estimation perspective, the analysis highlights specific gaps in and limitations of current studies that should be considered in future research efforts relating to the geographical coverage, accommodation type, factors affecting the premium that hotel customers would pay for green initiatives, and certain methodological issues, among others. [ABSTRACT FROM AUTHOR]

• Non-utilitarian factors shape individual's WTP for WMS improvements. • Environmental values are key predictors of WTP for improved WMS. • Preferences for WMS are determined by environmental and local contexts. • Socioeconomics' impact on WMS preferences through environmental values is weak. • Effective WMS policy making must be context-specific. Efficient Waste Management Systems (WMS) depend on citizens' willingness to sort waste and to cooperate for its improved provision. Thus, it is essential to understand what attributes individuals value the most and what drives WMS preference heterogeneity. In this paper, we investigate how individuals evaluate WMS attributes (e.g., the number of waste sorting categories, the introduction of textile sorting, and the frequency of collection per week) and how the local contexts, socioeconomics, and environmental values shape their preferences. For this purpose, we conducted a discrete choice experiment on a sample representative of the Italian population interviewed through an online panel survey. We collected information on individual's preferences for WMS attributes, environmental awareness, and socioeconomic characteristics. We analyzed the data using hybrid mixed choice models, which allowed us to integrate environmental awareness values into willingness to pay estimations. We found that individuals are willing to pay for waste sorting, even if this implies more effort on their part and increased storage space. In addition, we found that the extent to which individuals support WMS improvements strongly depends on their environmental values, experiences (which are shaped by their local context), and socioeconomic factors. Our results suggest that to increase recycling rates and citizen satisfaction, there is a need for context-specific WMS designs that acknowledge the observed heterogeneity of preferences. [ABSTRACT FROM AUTHOR]