Abstract
Grasping how individual choices and exogenous factors shape agents' environmental preferences is essential to comprehending societal trends in pro-environmental behaviour. To this end, this paper proposes the concept of “individual environmental capital”. It investigates how an individual's past pro-environmental decisions relate to their future ones, particularly in terms of willingness to pay for improvements in air quality. A randomised information treatment choice experiment was conducted in Poland to gauge individual environmental capital, accounting for physical assets and expressed policy preferences. The investigation found that willingness to pay varied depending on levels of prior investment in environmental assets and declared support for environmental regulations. Results demonstrate that highlighting one's past pro-climate endeavours may fail to differentiate the valuation of environmental protection among those who have already invested in environmental capital. However, it does seem to relate to a higher valuation for those yet to transition their energy systems.
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