Resources Science ›› 2017, Vol. 39 ›› Issue (5): 893-901.doi: 10.18402/resci.2017.05.09

• Orginal Article • Previous Articles     Next Articles

Analysis of willingness to pay for ecosystem services and influence factors based on the TPB

Qin GAO1(), Changlin AO1, Biqi MAO1, Yuxuan LU2   

  1. 1. College of Engineering,Northeast Agricultural University,Harbin 150030,China
    2. College of Economics and Management,Northeast Agricultural University,Harbin 150030,China
  • Received:2016-09-18 Revised:2017-02-08 Online:2017-05-20 Published:2017-05-20


Ecosystem service assessment is the basis of decision making for environmental management policy. The validity and reliability of the Choice Experiment method for evaluating non-market items by acquiring individual's payment will be a very important issue for scholars. Taking the Sanjiang Plain Wetland as an example,we built a method to evaluate willingness to pay for wetland ecosystem services based on the Theory of Planned Behavior to explore potential motives for willing to pay for wetland ecosystem services. This method improves the reliability and scientificity of traditional Choice Experiments which only contain socioeconomic information parameters. By fitting multi-Logit models chosen according to the utility function of wetland ecosystem services,we empirically analyzed respondent willingness to pay for wetland ecosystem services and influence factors. The wetland ecosystem service function is mainly reflected by the four ecosystem service properties:wetland area,biodiversity,water conservation and natural landscape. We found that residents’ preferences for wetland ecosystem services from high to low respectively are water conservation,wetland area,natural landscape and biodiversity. Model test results show that fitting the multi-logit model introduces behavioral attitudes,subjective norms and perceived behavior as control variables is better and explains the choices of consumer payments. The marginal prices of ecosystem service function properties are prefixed targets in order to realize Sanjiang Plain Wetlands ecosystem service function in the future:willingness to pay for improving water conservation 98.92 CNY;the willingness to pay for maintaining the existing wetland area is 58.90 CNY;the willingness to pay to improve the natural landscape is 54.09 CNY;and the willingness to pay to improve the biodiversity is 46.06 CNY.

Key words: Theory of Planned Behavior, Choice Experiment method, Sanjiang Plain Wetland, ecosystem services, Multinomial Logit Model