What factors influence individuals’ willingness to pay for environmental protection: evidence from CGSS2021

Abstract As global environmental issues become increasingly severe, research into individuals’ willingness to pay for environmental protection has gained prominence. This study aims to comprehensively explore the factors influencing individual willingness to pay for environmental protection in China. Utilizing the CGSS2021 data as a sample and employing hierarchical regression methods, we analyzed a large-scale, diverse dataset to examine factors affecting individual willingness to pay for environmental protection. The study reveals that income, environmental concern, knowledge, actions, public evaluation of government environmental efforts, and reliance on government environmental measures are significant factors influencing individual willingness to pay for environmental conservation. Additionally, the study conducted robustness checks on the model, verifying the stability and reliability of the results. This study not only provides a new perspective for academic research on environmental payment willingness but also offers more practical guidance for the formulation and implementation of environmental protection policies.