Determinants of Willingness to Pay for an Urban Green Area: A Contingent Valuation Survey of College Students

The aim of the study is to identify factors affecting young people’s willingness to pay (WTP) for the conservation of an urban green area. A questionnaire survey, based on the Contingent Valuation method, was administered to a sample of students enrolled at the University of Molise (Italy). We examine the determinants of WTP for use and non-use values, visitors’ profiles, socioeconomic characteristics and environmental attitudes. We detect factors affecting WTP decisions through logistic regression analysis. Variables affecting the WTP differ from the environmental values and according to the visiting experience; socio-economic characteristics do not appear particularly significant; the main cause for zero bids is related to the perception of the green area as a public good. Our results highlight a growing tendency, in young generations, towards a more sustainable awareness, which we believe should be carefully nurtured through adequate policy instruments, so to enhance the quality of urban life.