Factors Affecting the Willingness to Pay for Environmental Improvements during the COVID-19 Pandemic in Taean-gun, Chungcheongnam-do

Abstract

Background and objective: This study aimed to assess satisfaction with environmental factors during the COVID-19 pandemic and key factors affecting the willingness to pay (WTP) for environmental improvements using logistic regression analysis.Methods: Cross-sectional survey data of 504 residents of Taean-gun in Chungcheongnam-do (South Chungcheong Province), taken from July to August 2020, were used.Results: The assessment of their satisfaction with five environmental factors found that their satisfaction with the natural ecology had the highest score, while their satisfaction with the waste factor had the lowest score. With respect to overall environmental satisfaction, it was found that regardless of gender, age, and income, most residents were highly satisfied with the overall environment of Taean-gun (Taean County). In addition, the WTP for environmental improvements was slightly higher among males than among females. Residents in their 60s or older and with a monthly income of 4 - 4.99 million won were most likely to express WTP for environmental improvements. A binominal logit analysis found that increased environmental concerns (EC), satisfaction with environmental health (EHS) and income were crucial factors in determining the WTP for environmental health. The variables of increased EC and income, have a positive (+) relationship with WTP, while the variable of EHS has a significantly a negative (-) relationship with WTP.Conclusion: In other words, the higher the EC, the lower the EHS, and the higher the income, the more likely residents were to express WTP for environmental improvements. This study has significance in that it can provide primary data for sustainable local environmental plans to improve public environmental awareness for sustainability, and environmental strategies to prepare for post-pandemic life.