| Water is the survival of human resources, the survival and development of human beings have an important role. With the progress of society, the development of economy and the acceleration of urbanization, the water environment is facing serious pollution problems. Only the water environment improvement and social benefits, in order to better solve the environmental problems.Water resources as public goods, and can not reflect its value through the market exchange. In view of the economic value assessment of environmental quality improvement, domestic and international research methods are used to assess the value of the contingent valuation method. This paper combines the theory of contingent valuation method and the theory of planned behavior to assess the economic value of water environment improvement, and provides the basis for the development of environmental economic policy. At the same time, from the perspective of social psychology to study the environmental issues, to explore the influence factors of residents’ willingness to pay for water environment and the degree of influence.In this paper to improve the Dianshan Lake water environment economic value as the research object, on the basis of the relevant research results at home and abroad design questionnaire, and selection is located in 7 villages in Dianshan Lake surrounding residents, including’ Zhujiajiao Town, Shangta Town, Zhouzhuang Town, Xin Zhen TA, jinzet own, Qiu Ze Village and Dianshan Lake Town, with a face to face interview way to carry out random sampling survey. In the adjustment of the theory of planned behavior, will affect the willingness to pay factor determined in order to improve the water environment attitude, in order to improve the water environment of payment attitude, subjective norm, perceived behavioral control and moral norms, proposed 18 hypothesis, and use structural equation model to explore the payment on the influence factors of willingness, draw the following conclusions:(1) The average willingness to pay for environmental improvement in Dianshan Lake for the next 5 years in Dianshan Lake surrounding residents is 605.04 yuan per household per year. (2) The demographic variables WTP> 0 and WTP=0 residents analyzed the differences between different willingness to pay, age, education, occupation and family income differences. On WTP> 0 effective questionnaire for demographic differences compared results show that different gender, occupation and family monthly income groups the willingness to pay for improving water environment exist significant differences and the willingness to pay of different age and education groups and there is no significant difference. (3) In the adjustment of the theory of planned behavior, using structural equation model to analyze the sample data. The results show that pay attitude and subjective norm has a significant positive effect on the willingness to pay, and improve the effect of water environment attitude, perceived behavioral control and moral norms of willingness to pay was not. (4) This paper adjusted the theory of planned behavior variables of relationship between argument results show that, to improve the water environment attitude, to improve the water environment of payment attitude, subjective norm, perceived behavioral control and ethics variables between the five interactions significantly. (5) There is no significant impact on the residents’ willingness to pay for the current situation, risk perception and risk sentiment. (6) In this paper, the plan behavior theory and the contingent valuation method is effectively combined improve the water environment of the study of economic value, in the application of the theory, according to the research content of TPB adjusted. The results show that TPB model can effectively explain the willingness to pay and expand the plan the scope of behavior theory, TPB and CVM combined application provides the positive case. |
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