Protection Motivation Theory and Contingent Valuation: Perceived Realism, Threat and WTP Estimates for Biodiversity Protection

41 Pages Posted: 7 Mar 2005

See all articles by Riccardo Scarpa

Riccardo Scarpa

University of Waikato - Management School

Susanne Menzel

University of Goettingen (Gottingen) - Institute of Agricultural Economics; University of York (UK) - Environment Department

Date Written: February 2005

Abstract

We report on a discrete-choice CV study conducted in Germany to value the WTP for biodiversity protection in less developed countries. To systematically investigate survey realism and subjective threat assessment from the loss of biodiversity described in the scenario the study includes questions to uncover the constructs of Protection Motivation Theory, which is introduced to the CV literature. The patterns of responses to such questions are analysed using an Expectation-Maximization algorithm to derive class membership probabilities. These are found to match the predictions of Protection Motivation Theory and systematically improve the logistic analysis of the WTP responses.

Keywords: Biodiversity valuation, Protection motivation theory, Latent class analysis

JEL Classification: Q2, D6, C42, C25

Suggested Citation

Scarpa, Riccardo and Menzel, Susanne, Protection Motivation Theory and Contingent Valuation: Perceived Realism, Threat and WTP Estimates for Biodiversity Protection (February 2005). Available at SSRN: https://ssrn.com/abstract=670231 or http://dx.doi.org/10.2139/ssrn.670231

Riccardo Scarpa (Contact Author)

University of Waikato - Management School ( email )

Hamilton
New Zealand

Susanne Menzel

University of Goettingen (Gottingen) - Institute of Agricultural Economics ( email )

Platz der Gottinger Sieben 3
Gottingen, D-37073
Germany

University of York (UK) - Environment Department

Heslington
York YO10 5DD
United Kingdom

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