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This research analyzed whether the three distinct value orientations posited under the Value-Belief-Norm (VBN) model determine willingness-to-pay (WTP) for a payment for ecosystem services (PES) program. A survey instrument gathered U.S. residents' knowledge and attitudes toward ecosystem services and PES, and elicited WTP for the restoration of a hypothetical degraded forest watershed for improved ecosystem services. Data from over 1000 respondents nationwide were analyzed using exploratory factor analysis (EFA) and ordered logistic regression. Urban respondents were more familiar with the concepts of ecosystem service and PES than rural respondents but familiarity did not yield statistically different WTP estimates. Based on results from the EFA, we posit that latent value orientations might be distinguished as 'detrimental', 'biospheric' and 'beneficial (egoistic)' - as compared to 'altruistic', 'biospheric' and 'egoistic' as suggested in the VBN's general awareness of consequences scale. Awareness of biospheric and detrimental consequences along with ascriptions to personal norms had positive and significant effects on stated WTP. Beneficial (egoistic) value orientation was negatively associated with WTP and carried a negative average WTP per household per year (US$ -30.48) for the proposed PES restoration program as compared with biospheric (US$ 15.53) and detrimental (US$ 3.96) orientations. Besides personal norms, awareness of detrimental consequences to human wellbeing from environmental degradation seems the stronger driver of WTP for the restoration and protection of forest watershed ecosystem services under a PES program.
This article was published in the following journal.
Name: Journal of environmental management
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Differential treatment or unequal access to opportunities or services based on perceived homosexual preference or orientation.
Insurance providing for payment of services rendered by the pharmacist. Services include the preparation and distribution of medical products.
A method of payment for health services in which an individual or institutional provider is paid a fixed, per capita amount without regard to the actual number or nature of services provided to each patient.
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Payment by individuals or their family for health care services which are not covered by a third-party payer, either insurance or medical assistance.