Willingness of rural residents to pay for clean coal and stoves in winter: an empirical study from Zoucheng, Shandong.

Abstract

Addressing climate change and improving air pollution have entered a critical period. Compared with the governance of industrial industries and transportation departments, the regulation of use of scattered coal, an important source of pollution burned by rural households for winter heating, has been relatively neglected. Promoting clean coal and stove products in rural areas is a major measure to mitigate winter pollution, and identifying the key factors influencing rural residents' willingness to pay (WtP) for clean coal and stoves is a prerequisite. This article uses the Tobit model to study the factors influencing rural residents in Zoucheng, Shandong Province, regarding their WtP for clean coal and clean stoves. The empirical analysis results are as follows: (1) The overall level of rural residents' WtP is low, and subsidies remain essential. The total respondent's average WtP for clean stoves was 271.33 yuan (RMB) per unit, and the average WtP for clean coal was 80.28 RMB per ton; the average WtP of the respondents with positive WtP for clean stoves was 321.48 RMB per unit, and the average WtP of the respondents with positive WtP for clean coal was 94.09 RMB per ton. (2) The order and direction of the factors affecting WtP for clean stove were as follows: self-interest values (-)>group norms (+)>past experience (+)>annual household income (+)>subsidy policy promotion (+)>income source (+)>household size (-). (3) The order and direction of the factors affecting the WtP for clean coal were as follows: heating necessity (+)>group norms (+)>past experience (+)>subsidy policy promotion (+)>annual household income (+)>income source (+). Finally, on the basis of the research findings, this paper proposes targeted policy implications to promote clean coal and stoves for the government and enterprises.