Residents’ interest in landscape value trade related to wind energy: application of the attitude–behavior framework to willingness to pay

Abstract

ABSTRACT Reducing the undesirable outcomes of wind power (WP) in the vicinity of homes with forest management practices can increase the acceptance of WP. If forest owners would avoid clear felling and use light forest management close to homes towards wind turbines, residents might be interested in paying for such a ‘landscape shield’ in the payment for ecosystem services (PES) context. The majority (83.7%) of the survey sample from Finland were interested in participating in the PES mechanism. On average, they were willing to pay €80.9 per hectare annually to participate in landscape value trade arranging a landscape shield against wind turbines. We applied the attitude–behavior framework to understand the factors and structures underlying residents’ willingness to pay (WTP). The analysis emphasized the importance of intentions, attitudes, and subjective norms over socio-demographic variables in explaining WTP. WTP and the intention to contribute to the cost of the landscape shield were determined by the intention to discuss landscape protection with forest owners and further by the attitudes towards the landscape shield and the interest of neighbors it. This result strongly emphasizes the importance of communication, both with the providers and other consumers of the service.