Abstract
This note aims to demonstrate an effect of environmental concerns and other-regarding preferences on individuals’ willingness to pay (WTP) for environmental goods. We investigate the hypothesis that these important attributes are closely related to WTP. The results show that both pro-social behavior and trust, as represented by psychological scale measurements, have significant positive impacts on WTP: the more pro-social and trusting people are, the more willing they are to support the preservation of scenic lake landscapes. In contrast, environmental awareness, represented by an environmental issues test score, has little influence on WTP.
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