Comparison of Willingness to Pay for Quality Air and Renewable Energy Considering Urban Living Experience

Abstract

Currently, quality air and renewable energy are main concerns in protecting the environment. Comparing willingness to pay for quality air and renewable energy is rare in the existing literature. However, the public faces these issues simultaneously. In addition, population mobility under China’s household registration system, i.e., urban living experience, may affect the willingness to pay for environmental protection. Consequently, the difference between people’s willingness to pay for quality air and renewable energy in China is discussed. Binary logistic regression is adopted to analyze the correlation factors based on data from the China General Social Survey. The results show that willingness to pay is influenced by environmental attitudes, awareness of energy use, government responsibilities, age, household income level, and trust. The effects of urban living experience on willingness to pay weakens as age decreases. Thus, improving environmental awareness and specialized knowledge remain important means of promoting willingness to pay. Our findings can help marketers and policy designers develop balanced or targeted measures when taking joint actions.