Determinants of Willingness to Pay for Coastal Zone Quality Improvement

The Journal of Socio-Economics 41 (2012) 391–399

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Determinants of willingness to pay for coastal zone quality improvement
George Halkos a,∗ , Steriani Matsiori b a b

University of Thessaly, Department of Economics, Korai 43, Volos 38333, Greece University of Thessaly, Department of Ichthyology and Aquatic Environment, School of Agricultural Sciences, Fytoko Str., Volos 38445, Creece

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Individuals’ decision to use a particular coastal beach is influenced by their preferences and perceptions as well as site’s characteristics. This study examines visitors’ attributes and desired site specific characteristics in order to determine the factors affecting willingness to pay (WTP) for an improvement quality (environment, water as well as recreation activities) program. A contingent valuation survey was carried out in order to evaluate the economic benefits of improving coastal zone quality. The study area was coastal line of an area in Central Greece (Volos) where some beaches failures to meet the standards of the Blue Flag program. Our empirical findings suggest that the major variables affecting respondents’ willingness to pay were related to previous environmental behavior. The previous respondents’ participation in environmental protection programs by paying an amount was the most important determinate parameter for their WTP. Income, age, gender, coastal recreational activities and environmental quality of the site plays an important role to people’s WTP for quality improvement of coastal zone. © 2012 Elsevier Inc. All rights reserved.

Article history: Received 15 November 2011 Received in revised form 3 March 2012 Accepted 9 April 2012 Keywords: Coastal zone CVM WTP Recreation Blue flags

1. Introduction Coastal zones are unique ecosystems different from the oceanic or

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