Abstract

INOSTROZA, Milton M.; SAAVEDRA, Loretto; POBLETE, Viviana  and  BAHAMONDEZ, Alejandra. A behavior model of willingness to pay for air improvement projects. Rev. interam. ambient. tur. [online]. 2020, vol.16, n.1, pp.88-96. ISSN 0717-6651.  http://dx.doi.org/10.4067/s0718-235x2020000100088.

Environmental problems are increasingly frequent. They are no longer interpreted as a problem resulting exclusively from production processes but rather a problem of individual behavior and perception. This study proposes a behavior model that measures individuals’ willingness to pay (WTP) for improved air quality via a firewood certification program. We surveyed 776 people and found that individuals exhibit favorable behavior toward the environment based on the previous knowledge they have about environmental issues. We suggest that more information needs to be provided to the population so that they have a greater understanding about environmental problems, thus encouraging behaviors that are more favorable toward the environment. Such actions will allow for decontamination programs, like the one outlined in this study, to be more readily supported and implemented.

Keywords : Consumer behaviour; willingness to pay; air quality.

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