User’s willingness to pay for natural environment conservation and protection with commitment

Abstract

Using the commitment model, this study examines the effects of satisfaction, alternative choices, and investment scale about the environment would predict users' environmental commitments. Furthermore, this study also investigated the relationship between the commitment to environment and the willingness to pay for the environmental conservation at the particular natural site. A survey was conducted at Yangmingshan National Park. The data were collected from April to July 2019. The findings of the analysis suggested that satisfaction and investment scale had the significantly positive effects on the commitment to the environment; but the alternative choices had the significantly negative relationship with the commitment. However, the level of environmental commitment failed to predict the willingness to pay via the entrance fee for environment conservation and protection. The level of commitment did not mediate the effects of satisfaction, alternative choices, and investment scale in the environment on the willingness to pay more for the national park, which will require refinement in future research.