PROJECT 2: Measuring Willingness to Pay for Climate Change Mitigation
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, Measuring Willingness to Pay 2
Title: Measuring Willingness to Pay for Climate Change Mitigation
According to Li and Kallas (2015), Willingness to Pay (WTP) is simply the most that one
is ready to pay to get something he/she desires—or to avert something unwanted, like
environmental damage. When it comes to climate change and there's no clear price tag,
economists use surveys to get a sense of what people might be willing to pay. One common
approach is called stated preference methods, and a popular one within that is contingent
valuation.
There are a couple of ways these surveys are usually set up, including what's known as
the dichotomous choice format and the two-way payment ladder.
1.1 Dichotomous Choice Format
In a more relatable manner, the target audience is asked something like the statement
below:
"Would you be willing to pay $50 a year to support reforestation projects that help fight climate
change?
Yes / No / No opinion"
The Dichotomous choice format keeps things simple for the target person answering and
makes the data easy to work with—especially when using tools like logistic regression to analyze
the results. However, this format is not perfect. One of the main challenges that this approach
faces is the anchoring effect. As explained by Ding (2023), the anchoring effect is a situation
where the first number of people sees as certain amount of money can have a direct impact even
in the case where it does not match what they would normally be willing to pay. This setup
works a lot like a real-life buying decision—people are simply asked to say “yes” or “no” to a set