公众大气能见度认知下的支付意愿及影响因素  

Public Perception of Visibility and its Relationship to Willingness-to-Pay

作　　者：于亢亢[1] 钱程[2] 高健[3] 柴发合[3] 

机构地区：[1]中国人民大学农业与农村发展学院,北京100872 [2]悉尼大学商学院 [3]中国环境科学研究院,北京100012

出　　处：《环境科学研究》2014年第10期1095-1102,共8页Research of Environmental Sciences

基　　金：中央高校基本科研业务费专项(13XNF050)

摘　　要：为了进一步将公众参与政策纳入到大气环境保护工作中,结合客观试验数据和实际调查问卷统计分析数据,通过向被访者展示2组10张照片（北京,摄于2011年10月）,开展公众对大气能见度认知情况的实证研究,并分析生态价值观、环保态度和支付意愿的主要影响因素.结果表明：在332名被访者中,支付意愿为0-50元/a的占28.9%,〉50-100元/a的占17.8%,〉100-200元/a的占12.0%,〉200-500元/a的占19.0%,〉500-1 000元/a的占13.9%,〉1 000元/a的仅占8.4%.公众生态价值观决定其环保态度（β=0.381,P〈0.001）,进而影响其对能见度改善的支付意愿（β=0.485,P〈0.1）.与来自传统媒体和非盈利组织的环保信息相比,来自社交网络的环保信息能更显著地促进公众对大气环境的环保态度（β=0.117,P〈0.001）.To encourage public participation in atmospheric environmental protection, through combing data from an experiment and a survey taken by showing ten photos in two groups to respondents in Beijing in October 2011, the public perception of visibility and value judgment were investigated in the present study. The answers regarding willingness-to-pay （N = 332） were divided into six groups to describe the distribution of willingness-to-pay （0-50 CNY/a, 28.9% ; 〉 50-100 CNY/a, 17.8% ; 〉 100-200 CNY/a, 12.0% ; 〉 200- 500 CNY/a, 19.0% ; 〉500-1000 CNY/a, 13.9% ; 〉 1000 CNY/a, 8.4% ）. Regressions were adopted to test the mediating effect of ecological value on the relationship between sources of environmental information and environmentalism, as well as the effect of environmentalism on willingness-to-pay. The results showed that ecological value determines environmentalism （β= 0. 381, P 〈 0. 001 ） , which in turn affects willingness-to-pay for improving visibility （β = 0. 485, P 〈 0. 1 ）. Compared with environmental information from traditional media and non-profit organizations, environmental information from social networks has a significant and positive effect on environmentalism （β =0. 117, P 〈0. 001 ）. Future study will focus on the levels of willingness-to-pay by using a large sample as well as choice modeling or bidding experiments designed to control the attributes of the environmental protection choices.

关 键 词：能见度认知 支付意愿 环境信息 生态价值观 环保态度 

分 类 号：X51[环境科学与工程—环境工程]