- Evaluating public Preferences for Sustainability with a Choice Experiment Approach in Japan    click here to open paper content132 kb
by    ZHAI, Guofang & SUZUKI, Takeshi | guofang.zhai@gmail.com   click here to send an email to the auther(s) of this paper
Short Outline
This paper applies a choice experiment approach to evaluate Japanese preferences for coastal sustainability. The findings suggest the directions for re-allocating social resources and the potential tradeoffs between the sub-goals.
Abstract
This paper applies a choice experiment approach to evaluate the preferences and willingness of residents of Japanese coastal areas to pay (WTP) for sustainability measures in coastal areas. The questionnaire survey results show that people are most concerned about issues like planting trees and grass, reducing the risk of earthquakes, high waves, tsunamis, and floods, promoting the construction of seaports, and controlling the development of service and recreational facilities. Respondents were willing to pay 1,020 yen for a 10% reduction in garbage and oil pollution on sea sides, 520 yen for a 10% improvement in the ecosystem, 520 yen for a 10% enlargement of seaport construction, and 1,010 yen, 1,190 yen and 1,390 yen for 10% reductions in the risks posed by earthquakes, high waves and tsunamis, and floods, respectively. A marginal willingness to pay for each goal of coastal management can be used as an important quantitative indicator when allocating social resources for coastal management. The statistically significant interrelationships in the tradeoff between the attributes of coastal management were also clarified. These findings suggest the directions for re-allocating social resources, potential tradeoffs between goals based on cost-benefit analyses, and the necessity of adaptive and participatory coastal management in the future.
Keywords
public preference, marginal willingness to pay (MWTP), choice experiment approach, urban sustainability
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