Discrete choice modelling of willingness to pay for facility retrofitting: a multinomial logit model approach

Purpose The global imperative for sustainable infrastructure management has intensified the focus on facility retrofitting as a key strategy for reducing environmental impact and enhancing operational efficiency. However, the complex interplay of factors influencing stakeholders’ willingness to pay (WTP) for such interventions remains inadequately understood, impeding effective policy formulation and resource allocation. This study aims to examine the motivational factors influencing the adoption of green retrofits in Lagos, Nigeria. Design/methodology/approach This study used a stated preference discrete choice experiment conducted with 425 decision-makers of corporate facilities in Lagos, Nigeria. A multinomial logit model was used to compare retrofitting choice sets and a status quo option. Findings The study revealed that education level, reputation concerns, income, incentives and corporate social responsibility awareness significantly predicted WTP for basic heating ventilation air-conditioning, and lighting upgrades. Regulatory compliance, awareness, education, income and reputation emerged as key drivers for more comprehensive retrofits incorporating renewables. Practical implications The research findings, by revealing which motivators resonate strongest, offer an evidence-based roadmap that directs practitioners to look beyond price incentives and emphasize complementary non-price interventions integrated with policy. The study’s emphasis on the significance of noneconomic WTP drivers equips program administrators with actionable strategies to optimize the uptake of retrofits based on individuals’ motivational structures. Originality/value This is one of the very few studies that have investigated the motivational factors influencing the adoption of green facility retrofitting in emerging markets, focusing on Lagos, Nigeria.