Assessment of the elements that characterize the willingness to pay and to act of individuals and communities in favor of urban green area governance

Urban green areas offer the possibility of carrying out activities related to the social, physical and mental well-being of citizens, improving the city´s environment, security and landscape. This social and environmental benefits can be continually produced if conditions remain optimal, but they can be lost when conditions are not adequate. This is the context where the research takes place, refers to its governance and elements that make the well-being generated for its users and their communities last. A survey was applied to 202 respondents from the population of Cd. Obregón, Sonora. The main findings are the highest assessment for the willingness to act over the willingness to pay, an aspect that is justified by the age of the respondents, who mainly belong to the age range 18 to 24 years. Other outcomes shown the best valued ecological functions are the preservation of flora and fauna as well as biodiversity conservation.