Risk Perception on Haze Pollution and Willingness to Pay for Self-Protection and Haze Management in Chiang Mai Province, Northern Thailand

Abstract

Air pollution is an important environmental health risk that affects people worldwide, including those in the Chiang Mai Province, Northern Thailand. A questionnaire survey based on accidental sampling to explore risk perception and willingness to pay (WTP) for self-protection and haze management was conducted via face-to-face interview of 250 households, in one urban and four rural areas (covering one rural plain and three different levels of highland areas). Data were analyzed using the contingent valuation method, a one-way ANOVA, correlation, and stepwise multiple linear regression. Key findings on risk perception found that urban respondents living in the lowest areas were more familiar with and experienced more effects from serious haze, while having the least trust in the local authority’s management to cope with the situation. Influential factors determining familiarity and effect for people in most areas were their harm and severe haze experiences. Comparing WTP for a mask, an air purifier, and local authorities support, respondents in all areas were mainly willing to pay for a mask; this was influenced by various factors. The highest average price of willingness to pay was found in the urban area. The important significant factors that increased WTP for self-protection of urban respondents was severe haze experience, while rural respondents who had a longer stay duration, including married farmers in highland areas with less education, tended to have less WTP for self-protection but more WTP for haze management. Avoiding crop residue burning is the first strategy that should be used to deal with haze pollution. Early burning schedules of the highland people should be formally announced, and prompt risk communication should be implemented by local and central authorities and media practitioners.