Application of the Theory of Planned Behavior in Predicting US Residents’ Willingness to Pay to Restore Degraded Tropical Rainforest Watersheds

Abstract

This study assessed US residents’ willingness to pay (WTP) to restore degraded tropical rainforest watersheds using predictors from the theory of planned behavior (TPB) in an experimental approach. Responses from a random sample of over 1000 US respondents were analyzed using a logistic regression with willingness to pay as the intended behavior predicted by attitudes, subjective norms, perceived behavioral control, and complementary explanatory variables. Subjective norm was the strongest of all the variables and the strongest TPB predictor of WTP. Other statistically significant variables predicting WTP included direct experience with the resource and support for environmental groups. Age, gender and education also significantly predicted WTP. Overall, 22 percent of respondents were willing to make an annual monetary contribution ranging from US$ 30.00 to US$ 150.00 through increase in income tax for five years. The economic value for the restored tropical rainforest watershed was estimated at US$ 146.32 per household per year.