Public Willingness To Pay Research Articles

Who wants to use it most? Exploring public willingness to pay for district heating in hotly debated southern Chinese cities

The feasibility of district heating in Southern China has been hotly debated, with people's willingness to adopt (WTA) and willingness to pay (WTP) becoming critical issues. Based on unique survey data on 2908 residents in South China, this paper measures consumers' WTA and WTP for district heating and uses the logit model and interval regression model to analyze the influence of potential critical factors. The results show that: (1) People in the south who haven't adopted district heating have strong WTAs. However, residents exhibit obvious heterogeneity in their WTP. The mean WTP stands at 4.19 yuan per square meter per month, falling below the prevailing tariff imposed by local condominiums equipped with it. (2) Acceptability of initial installation cost contributes to public's WTA and WTP significantly. For each additional level of increase in affordability, unit WTP rises by 0.469 RMB. (3) WTA and WTP is also considerably higher for households with elderly member. This paper concludes that heating modes in northern cities may not be suitable for the south. District heating might be first promoted in areas with higher WTP, such as neighborhoods with better affordability and households with the aged. While step-by-step implementation can be considered in other areas.

Valuing urban green spaces for enhanced public health and sustainability: A study on public willingness-to-pay in an emerging economy

Statement of problemRapid urbanization threatens urban green spaces (UGS), impacting ecological sustainability and public health. Research gapThere is a notable research gap in understanding public willingness to pay (WTP) for UGS in developing countries, including Brazil, which this study addresses. PurposeThis study aims to explore the association between public WTP for UGS and the recognition of their health benefits in Brazil, contributing to urban sustainability and public health. MethodEmploying a mixed-methods approach, the study integrates statistical quantitative analysis of WTP through surveys with qualitative insights into public perceptions of UGS benefits. Results and conclusionsThe findings reveal a significant willingness among the public to pay for UGS, driven by the recognition of their health benefits. The study underscores the importance of UGS for urban well-being and sustainability, highlighting a strong correlation between health benefits recognition and WTP. Practical implicationsThe results inform urban planners and policymakers of the critical value placed on UGS by the public, suggesting the need for inclusive urban development policies that prioritize green space accessibility and maintenance. Future directionsFurther research is recommended to explore innovative funding mechanisms for UGS to ensure equitable access and sustainability, alongside the impact of educational programs on public support for UGS.

Local insights into industrial nature-based solutions: A comparative study between Northwest China and New Zealand

In the global pursuit of sustainable urban development, this study explored public support for Nature-based Solutions (NbS) in urban industrial development, comparing Northwest China and New Zealand. Lanzhou residents exhibited a willingness to pay (WTP) USD 2.36 million for industrial NbS (INbS) and USD 3.18 million for Neighborhood NbS (NNbS), whereas Aucklanders' WTP was at USD 3.9 million and USD 9.8 million, respectively. The annual nonmarket values for Lanzhou's NNbS and INbS were 30.15 million and 6.65 million USD, and for Auckland, they were 80.14 million and 53.17 million USD, respectively. Aucklanders preferred housing near NbS areas, whereas Lanzhou residents chose locations close to workplaces, with age, gender, education, residency duration, and visit length significantly influencing NbS engagement. Middle-income and homeowner groups, especially middle-aged Lanzhou residents and Auckland bachelor graduates and employees, exhibited higher WTP for INbS and NNbS, with Lanzhou residents preferring WTP for stormwater wetlands of NNbS and Aucklanders favoring WTP for grass swales and permeable surfaces of INbS. Challenges in promoting INbS encompass costs and maintenance. Promoting INbS involves customized strategies for different demographics, legislative collaboration, pilot projects in disadvantaged areas, and aesthetic, demographic-specific designs. The public WTP for INbS underscores a preference for urban designs that are aesthetically pleasing, stress-reducing, and inclusive, reflecting wider societal goals.

Willingness‐to‐pay for the conservation of endangered frog species in Taiwan

AbstractTaiwan's awareness of environmental conservation and biodiversity has been increasing in recent years. As frog plays a vital role in the environment and recreational activities in Taiwan, this study aimed to quantify the willingness‐to‐pay (WTP) of the public for conserving the selected endangered frog species. Respondents were asked using a semistructured questionnaire with auxiliary audio and video files. After deleting incomplete responses following regular data handling, 585 valid responses were used in the estimation. Using the contingent valuation method and single‐bounded dichotomous choice model, the results showed that people are willing to pay an amount of 32.01 USD (922.85 New Taiwan Dollars) per person annually. Factors affecting the public's WTP include price, age, support for establishing conservation areas, payment through donations, number of trips in ecotourism, and the place of residency in Taiwan. The result of this study can be used as a benchmark for the government for the implementation of the conservation and rehabilitation of the habitat of the endangered frog species in the future.

Public preferences and willingness to pay for low impact development: a comparative case study of pilot sponge cities in China

Abstract Increased urbanization and climate change globally have increased the frequency of extreme weather, especially rainstorms and flooding. Low impact development (LID) has been adopted for several decades to reduce urban pluvial flooding and cope with urban climate change. However, LID hasn't been widely used due to the lack of sustainable funding. In this article, a discrete choice experiment method was used to understand public preferences and willingness to pay (WTP) for the functions of LID facilities. Four attributes were selected, and after that, 958 and 646 valid questionnaires were collected in the pilot sponge cities of Zhengzhou and Hebi, respectively. The results showed that respondents showed a significant WTP for LID facilities, with a desire to support rainwater drainage, recreation and entertainment, and the landscape environment. Experience of flooding had a significant effect on Zhengzhou respondents, but not on Hebi respondents. We have concluded that rainwater drainage should still be considered the most important function of LID facilities. At the same time, educational level and flood experiences may not affect the public's WTP. This article can provide a reference for cities that would like to implement LID and create a stormwater fee system to adapt to global change.

Public willingness to pay for farmland non‐point source pollution governance toward sustainable development: A choice experiment in Gansu, China

AbstractClarifying public willingness to pay (WTP) for farmland non‐point source pollution (FNSP) governance helps to establish an ecological compensation mechanism with public participation. This will reduce China's agricultural pollution and its environmental and food safety consequences while promoting sustainable development. Nevertheless, research has yet to reveal the public WTP within China's FNSP governance policy framework. To this end, a “2030‐oriented FNSP governance program” choice experiment with specific FNSP governance measures (fertilizer reduction, pesticide reduction, straw resource utilization, and mulch film recycling) was conducted in Gansu Province to reveal the public WTP for FNSP governance and its key influencing factors. Results from mixed logit models show that urban residents' marginal WTP (MWTP) for improving the FNSP status quo and different measures for fertilizer reduction, pesticide reduction, straw resource utilization, and mulch film recycling is ¥151.62, ¥1.33, ¥7.3, ¥4.85, and ¥3.16 annually, respectively, indicating the highest preference for reducing pesticides because of food safety problems. Meanwhile, the average individual WTP for optimal FNSP governance schemes is ¥513.02 annually, accounting for only 3.86‰ of annual household income; the regional aggregate social welfare of optimal FNSP governance is as high as ¥2038.23 million, accounting for 2.81% of GDP in 2020. This means that FNSP governance can bring substantial social welfare with a low household economic burden. In addition, the perception that food safety has improved in the past 5 years or an awareness of food safety incidents can enhance the willingness of urban residents to change the status quo of FNSP: the more serious the respondents perceive food safety problems to be, the stronger the above effects, indicating the critical impact of food safety factors on the public's WTP for FNSP governance. The study's findings highlight the potential to find socially acceptable ways to promote FNSP governance as well as provide insight into the relevant policymaking process from the standpoint of public participation and food safety.

Understanding and modeling willingness-to-pay for public policies to enhance road safety: A perspective from Pakistan

Evaluating road safety improvements becomes important because it can assist policymakers in allocating economic resources to improve safety and implementing effective policy interventions. As such, this study aims to estimate the value of road safety risk measures using a new modeling approach for willingness-to-pay (WTP). Specifically, this study integrates a machine learning technique (decision tree) with a correlated random parameters Tobit with heterogeneity-in-means model. The decision tree identifies a priori relationships for higher-order interactions, while the model captures unobserved heterogeneity and the correlation between random parameters. The proposed modeling framework examines the determinants of public WTP for improving road safety using a sample of car drivers from Peshawar, Pakistan. WTP for fatal and severe injury risk reductions is estimated and used to calculate the values of corresponding risk reductions, which can be used for monetizing the cost of road traffic crashes in the country. Modeling results reveal that most respondents are willing to contribute to road safety improvement policies. Further, the model also uncovers significant heterogeneity in WTP corresponding to the safer perception of the overall road infrastructure and perceived risk of accident involvement. Systematic preference heterogeneity is also found in the model by including higher-order interactions, providing additional insights into the complex relationship of WTP with its determinants. Further, the marginal effects of explanatory variables indicate different sensitivities toward WTP, which can help to quantify the impacts of these variables on both the probability and magnitude of WTP. Overall, the proposed modeling framework has a twofold contribution. First, the modeling framework provides valuable insights into the determinants of public WTP, mainly when the heterogeneous effects of variables are interactive. Second, its implementation and consequent findings shall help prioritize different road safety policies/projects by better understanding public sensitivity to WTP.

Public preferences for marine plastic litter management across Europe

Plastic pollution is one of the most challenging problems affecting the marine environment of our time. Based on a unique dataset covering four European seas and eight European countries, this paper adds to the limited empirical evidence base related to the societal welfare effects of marine litter management. We use a discrete choice experiment to elicit public willingness-to-pay (WTP) for macro and micro plastic removal to achieve Good Environmental Status across European seas as required by the European Marine Strategy Framework Directive. Using a common valuation design and following best-practice guidelines, we draw comparisons between countries, seas and policy contexts. European citizens have strong preferences to improve the environmental status of the marine environment by removing and reducing both micro and macro plastic litter and implementing preventive measures favouring a pan-European approach. However, public WTP estimates differ significantly across European countries and seas. We explain why and discuss implications for policymaking.

Public support for community microgrid services

Utility-owned community microgrids can provide communities with decentralized grid access to distributed energy resources and improve reliability and resiliency. However, the feasibility of installing microgrids requires rigorous cost-benefit analysis, which should incorporate social values. Currently, the gap in our understanding of ratepayers' preferences for community microgrid services leaves stakeholders guessing. Using a survey-based contingent valuation method, with a referendum-style elicitation format, this paper provides evidence of public support for community microgrid installations in Arizona, Colorado, New Mexico, and Utah (the Four Corners). The Four Corners region is unique in its potential for renewable electricity capacity as well as heterogeneous state policy objectives regarding the transition to clean energy. A split-sample survey of 4783 Four Corner's ratepayers resulted in between 40 and 45% of respondents voting to support a community microgrid installation (after controlling for hypothetical bias) with a median willingness-to-pay (WTP) of $25.44 (divided among 24 months) if the ratepayer received direct benefits, or $13.92 if they received indirect benefits. Ratepayers in Utah were willing to pay the most relative to the other states. Results highlight the impacts of ideological, institutional, and socioeconomic factors on public support and WTP.

Can payment vehicle influence public willingness to pay for environmental pollution control? Evidence from the CVM survey and PSM method of China

Encouraging the public participation in the pollution control is one of the priorities of many governments. The payment vehicle can provide a context for the public, when they are evaluating their intention to pay for environmental protection. How the payment vehicle affects the public willingness to pay (WTP), and which payment mode is more incentive are discussed in this paper. An open-ended face-to-face CVM survey across 10 provinces in China provides a data support for this study. Heckman selection model is adopted to deal with the selection bias and Propensity Score Matching (PSM) method is used to the WTP valuation by alleviating endogenous problem. This study finds that there is a significant relationship between the payment vehicles and the public WTP for environmental pollution control. The evidence shows that the WTP of mandatory payment is 12.49 RMB/month convincingly higher than that of voluntary payment. A further study based on the Chinese General Social Survey (CGSS) also proves evidence that there are differences in two kinds of mandatory payment vehicles. Finally, some practical policy recommendations are put forward to actively guide the public participation in the pollution control.

Willingness to Pay for Healthy Housing During the COVID-19 Pandemic in China: Evidence From Eye-Tracking Experiment.

Healthy housing can set its occupants completely in good physical, mental and social conditions, but there is a lack of research in China on the public's willingness to pay (WTP) for healthy housing. From the perspective of cognitive psychology, this study constructs an analytical framework based on the model of “theory of planned behavior” (TPB), the theory of selective information exposure, and the model of “emotions as social information,” while exploring the effect mechanism of the online reviews on the public's WTP for healthy housing during COVID-19 pandemic. In combination with eye-tracking experiments and subjective reports, physiological, psychological and behavioral multimodal data on WTP of 65 participants for healthy housing are collected. Partial least squares structural equation modeling (PLS-SEM) is adopted to analyze the formation effect mechanism of the public's WTP for healthy housing. This study acquires the following results: (i) Information attentiveness to online reviews on different valence information of healthy housing as obtained in eye tracking experiments delivers significant effect on attitude, subjective norm (SN) and perceived behavioral control (PBC), but has no direct effect on the public's WTP for healthy housing; (ii) Hypotheses from TPB model are verified. attitude, PBC and SN can all make significant effect on WTP for healthy housing, with attitude showcasing the most prominent effect; and (iii) In terms of the mediating effect, information attentiveness can deliver significant indirect effect on WTP through attitude.

Does the public support the construction of battery swapping station for battery electric vehicles? - Data from Hangzhou, China

This paper presents a preliminary estimation of Hangzhou citizens’ willingness to pay (WTP) for the construction of battery swapping stations (BSSs) for battery electric vehicles (BEVs). This study also explored the factors that affect WTP.A total of 872 valid samples were obtained. As for the 202 families who refused to pay, the spike model was applied for data processing, The results showed that each family was willing to annually pay about 400.52 CNY to support the construction of BSS. The WTP is generally higher among families with an above-average income or among those who own BEVs and thus have an interest in BSS policy, as well as among interviewees who have experience or knowledge relating to BEVs or BSSs and believe that BSSs will improve the environment and provide convenient, efficient charging services to the public. Meanwhile, Theory of planned behaviour (TPB) also have a significant statistical relationship with the public's WTP. Therefore, decision-makers should consider formulating some policies that will help increase the public’s knowledge and experience relating to BSSs and BEVs. Furthermore, the publicity should be enhanced to raise the public’s awareness of policies. Finally, greater attention should be paid to the positive externality values of BSSs.

Scope Issue in Contingent Valuation Studies of the COVID-19 Vaccine: The Case of China.

BackgroundAssessing the public’s willingness to pay (WTP) for the coronavirus disease 2019 (COVID-19) vaccine by the contingent valuation (CV) method can provide a relevant basis for government pricing. However, the scope issue of the CV method can seriously affect the validity and reliability of the estimation results.AimTo examine whether there are scope issues in respondents’ WTP for the COVID-19 vaccine and to further verify the validity and reliability of the CV estimate results.MethodIn this study, nine different CV double-bounded dichotomous choices (DBDC) hypothetical COVID-19 vaccine scenarios were designed using an orthogonal experimental design based on the vaccine’s attributes. A total of 2450 samples from 31 provinces in Mainland China were collected to independently estimate the public’s WTP in these nine scenarios with logistic, normal, log-logistic and log-normal parameter models. Based on this estimation, several external scope tests were designed to verify the validity and reliability of the CV estimate results.ResultsIn the 20 pairs of COVID-19 vaccine scenarios, 6 pairs of scenarios were classified as negative scope issues, therefore not passing the external scope test. Of the remaining 14 pairs of scenarios, only four pairs of scenarios completely passed the external scope test, and one pair of scenarios partially passed the external scope test. Significant negative scope and scope insensitivity issues were revealed.ConclusionIn the context of a dynamic pandemic environment, the findings of this study reveal that the CV method may face difficulty in effectively estimating respondents’ WTP for the COVID-19 vaccine. We suggest that future studies be cautious in applying the CV method to estimate the public’s WTP for the COVID-19 vaccine.Supplementary InformationThe online version contains supplementary material available at 10.1007/s40258-021-00706-9.

Can respondent uncertainty be ignored when exploring heterogeneity in public preferences for air pollution treatment policies? Comparative results from choice experiment analysis

Based on choice experiment (CE), evaluating the public's heterogeneous preferences and willingness to pay (WTP) for air pollution treatment policies can provide useful social views for the reasonable formulation of treatment schemes. However, the application of CE contains an implicit assumption that respondents understand their real preferences and can make choices with complete certainty. In reality, for a variety of reasons, not all respondents are absolutely certain about their responses, this assumption distinctly is hard to be consistent with reality. To explore the impact of respondent uncertainty on the public's WTP and heterogeneous preferences for air pollution treatment policies, this study introduces the critical point and exponential weighting methods to deal with this uncertainty in the context of CE and conducts comparative analysis based on the random parameters logit (RPL) and latent classes models (LCM). The results show that, ignoring uncertainty leads to distortions in the public's WTP and preference characteristics. In the RPL models, on average, the WTP for attributes is overstated by 32.10%. Our results also reveal that, whether to consider uncertainty does not affect the ranking of the implicit prices of these attributes. After incorporating uncertainty into the analysis, respondents were divided into two potential groups with different preferences, namely the environment-focused group (79.44%) and the price-focused group (20.56%), which is quite distinct from research results of ignoring the uncertainty. Contribution of this study is not only to provide theoretical insights for exploring the effects of uncertainty on public preferences based on CE, but also to provide valuable guidance for policy makers to formulate more accurate and effective treatment measures.

Evaluating the optimal air pollution reduction rate: Evidence from the transmission mechanism of air pollution effects on public subjective well-being

Estimation of the effects of air pollution on residents' subjective welfare, which is always monetized as willingness to pay (WTP), is essential for policymakers to set the optimal abatement targets. This paper adopts Life Satisfaction Approach to explore the mechanism of air pollution affecting residents' subjective well-being (SWB), and calculates the optimal abatement rate. Based on CGSS data, we use the Probit model and the instrumental variables method to conduct empirical analysis. Results show that the positive indirect effect of air pollution through economic growth channel covers nearly 1/3 of the negative direct effect on SWB, which reduces people's willingness to pay for pollution control. Under the maximization of SWB, the optimal reduction rate is 62.857%. To achieve the optimal rate, about 5% of per capita GDP would have to be sacrificed, equivalent to a 20% increase in physical capital stock per capita, or a 13% boost of the human capital stock. When residents have lower education and higher self-rated health, the transmission mechanism amplifies the extent to which the indirect effects mask the direct effects, and the optimal reduction rate drops to 50%. • Explore the effects of air pollution on residents' SWB by LSA. • Construct the ventilation coefficient as the instrument to alleviate the endogeneity. • Further gauge the public's WTP for air pollution treatment. • Estimate the optimal air pollution rate of China by happiness data.

Measuring the economic value of urban river restoration

Rivers are under enormous threat worldwide and large amounts of money are invested in river restoration. Contrary to the costs, the benefits of river restoration are much harder to quantify. In this study, the benefits of restoring different sections of the Yongding River in Beijing, China, are estimated through a discrete choice experiment (DCE). Place attachment is measured by sampling residents upstream and downstream and using the river sections as labelled alternatives in the DCE. As expected, the improvement of water quality is valued highly by all river basin residents, and place attachment and spatial preference heterogeneity play a significant role in public willingness to pay (WTP) for river restoration. Although respondents are willing to give up only a small share of their disposable income, public WTP for improved river water quality is a factor 2 to 4 higher than the current household water bill. These findings provide important guidance for the recovery of the investment costs associated with river restoration projects.

Will the public pay for green products? Based on analysis of the influencing factors for Chinese's public willingness to pay a price premium for green products.

The promotion and use of green products is an important way to improve the living environment and reduce resource consumption and waste. Green products often have higher prices than general products due to its green attributes. According to the signal theory, purchasing green products can effectively convey the pro-social signals of the consumers. Therefore, based on the price premium characteristics of green products, this study constructed a theoretical and quantitative research model of the public's WTP (willingness to pay) a price premium for green products and conducted an in-depth study on the consumers' acceptability of premium for green products. A total of 991 valid questionnaires were analyzed, and the following results were obtained: (1) The public's WTP a price premium for green products was generally low, with only 30.1% of respondents. (2) The influencing factors of the WTP a price premium for green products were conditional value>green value>functional value>value expression form>price importance. Economic factors were still the main reason that hinders the public's WTP a price premium for green products. When the premium conveys public's pro-social and pro-environmental signal characteristics, it could effectively improve the public's acceptability of premium for green products. (3) The public's WTP a price premium for green products varied with marital status, education level, working years, monthly income, and occupation characteristics. The public who were married, had a master's degree or above, and had worked for 1 year or less and whose disposable monthly income was more than 50,000 yuan and whose occupation was engineers and technicians had the highest WTP a price premium for green products. (4) Policy guidance and media publicity had a positive moderating effect on the path of influencing factors on the WTP for green products. On this basis, this study proposes to deepen the exemplary leading role of the government and attach importance to the education and publicity function of green consumption consciousness. Enterprises should give full play to the influence of reference groups, highlight the value of green products, and popularize green products through appropriate price discount activities, so as to promote the public to participate more actively in the purchase of green products. At the same time, it can also provide reference and enlightenment for the formulation of relevant policies.

Horticultural products irrigated with treated sewage: are they acceptable?

Public acceptance of treated sewage (TS) reuse in agriculture is a key element in successful implementation of TS reuse projects, but relevant research on the topic is limited. This study examined public willingness to accept (WTA) and willingness to pay (WTP) for agricultural products derived by irrigation with TS in Lorestan province, Iran, applying the contingent valuation (CV) method. The agricultural products determined for the study included corn, peaches, apricots, and plums, while TS was introduced in three qualities [Q1, complete TS treatment (i.e., physical treatment, aeration, and chemical treatment); Q2, partial TS treatment (i.e., physical treatment and aeration); and Q3, no TS treatment]. With reference to WTA, products irrigated with Q1 TS received 62.7% positive responses, while products irrigated with Q2 TS and Q3 TS received 21.3% and 17.0% positive responses, respectively. With reference to WTP, data showed that if the price of products derived by irrigation with TS was less than that of products irrigated with fresh water, some people would be willing to pay for these products (52.0% positive responses versus 48.0% negative responses). Awareness had a significantly positive impact on WTA1 and WTA2 (products irrigated with Q1 TS and Q2 TS, respectively) as well as on WTP1, WTP2, and WTP3 (products irrigated with Q1 TS, Q2 TS, and Q3 TS, respectively). Similarly, information sources had a significantly positive effect on WTP1, WTP2, and WTP3. Overall, individuals with high levels of health risk perception and high awareness showed high WTA, while non-processed corn and men were associated with low WTA. Concerning WTP, individuals with high awareness and those who had access to information sources showed high WTP, while men were associated with low WTP. Information about the importance of TS reuse, reduction of prices of products derived by irrigation with TS, and promotion of public confidence in TS are essential to increase public WTA and WTP.

Using a choice experiment to explore the public willingness to pay for the impacts of improving energy efficiency of an apartment

It is quite important to improve energy efficiency of an apartment in South Korea since it is the most common residential space. The government needs information about the public willingness to pay (WTP) for the impacts of the improvement. This article explores the public WTP employing a choice experiment (CE). To this end, four attributes of reduction in greenhouse gas emissions, abatement in air pollutant emissions, betterment in residential convenience, and enhancement energy security were selected for the impacts. The price attribute was the additional price involved in improving energy efficiency of an apartment per 3.3m2. A total of 1000 interviewees were surveyed across the country through person-to-person interviews. A mixed logit model was applied in estimating a utility function from the gathered CE data to allow for preference heterogeneity. All the coefficient estimates for the utility function showed statistical significance. The marginal WTP estimates for a 1%p reduction in greenhouse gas emissions, a 1%p abatement in air pollutant emissions, betterment in residential convenience, and enhancement in energy security were KRW 31,740 (USD 28.2), 13,289 (USD 11.8), 64,799 (USD 57.6), and 119,723 (USD 106.4) per 3.3m2, respectively. These figures indicate the price premium for an apartment with improved energy efficiency.

Is renewable energy acceptable with power grid expansion? A quantitative study of South Korea's renewable energy acceptance

Successful implementation of energy transition requires public acceptance and consensus. While the expansion of renewable energy is largely perceived to be a positive development, power grid expansion often meets public opposition. Since large-scale renewable energy requires power grid expansion, this study attempts to reveal South Korea's public acceptance of renewable energy, focusing on the power grid expansion due to renewables, which was overlooked by previous studies. This study used a conjoint survey and mixed logit of the willingness-to-pay (WTP) space to quantify both the public WTP for the targeted share of renewable energy (20% by 2030) and the public willingness-to-accept (WTA) for additional overhead power transmission lines (PTLs). The public net benefit of energy transition was then simulated, including the estimated public WTP/WTA and the projected household electricity rate increase based on the national energy plan. The results show that the net benefit of energy transition is only 40% of the WTP for energy transition, as additional overhead PTLs for renewable generation facilities reduce 60% of the WTP. If the projected electricity rate increase is also accounted for, the public net benefit will turn negative in 2024, before the targeted energy transition is achieved. Furthermore, although the public prefers underground PTLs, the WTP for this was estimated to be as low as 3–4% of the total planned PTLs. Therefore, it is necessary to optimize the integration of renewable energy by considering alternative cost-effective measures in terms of minimizing overhead PTLs to successfully increase renewable energy sources.