Utilizing the theory of planned behavior to predict willingness to pay for urban heat island effect mitigation

Abstract Mitigation of the urban heat island effect is essential for the sustainable development of China's large cities and public acceptance. There has been limited attention on the economic benefits of mitigating this phenomenon. This research investigates residents' willingness to pay (WTP) for permeable pavement construction to mitigate urban heat impacts and examine the drivers of WTP intention. 799 urban residents of Guangdong Province responded to an online questionnaire. WTP was elicited using the contingent valuation method and WTP intention was explored by establishing structural equation modelling based on the extended theory of planned behavior (TPB). The findings show that the mean WTP was 17.98 Chinese Yuan per month and the extended TPB – with added moral norm – increased the model's ability to explain WTP intention. The perceived behavior control, attitude, and moral norm were major predictors while constructs of a subjective norm show no significant influence on WTP intention. Using the Internet, and especially mobile devices, to popularize related knowledge might be a feasible strategy to promote public awareness of and participation in urban heat island mitigation in the future.