海洋垃圾治理公众支付意愿评估——基于社会期望效应偏差修正视角

Evaluation of public willingness to pay for marine litter management based on the correction of social desirability bias

【目的】社会期望效应使受访者倾向于以符合社会道德规范的方式展现自己以获取满足感,造成资源环境物品的估值偏差,本文试图探讨假想市场评估法中的社会期望效应偏差及其修正,以提高估值效度。【方法】本文基于胶州湾402份有效样本,使用推断价值评估法(IVM),采用间接询问方式,获取反映受访者真实偏好的支付意愿,修正社会期望效应偏差。【结果】(1)IVM通过要求受访者推测他人支付意愿的方式,能够有效降低社会期望效应偏差对个人支付意愿的影响,避免支付意愿高估,提高环境经济价值评估的精确度;(2)受访者年龄、推测支付占比、对政府垃圾治理的认可等变量对支付意愿影响显著;(3)运用IVM估算的公众海洋垃圾治理平均支付意愿为179.17元/年,而传统条件价值评估法估值结果为275.87元/年,IVM提供更为保守的估值结果,进一步验证IVM避免支付意愿高估的有效性。【结论】研究结论可为推断价值评估法在中国资源环境价值评估领域的应用提供经验借鉴,也可为政府治理海洋垃圾污染提供决策参考。

[Objective]The purpose of this study was to explore the bias caused by social desirability effect in hypothetical market valuation methods and its correction,in order to improve the validity of valuation.The social desirability effect causes respondents to present themselves in a manner that conforms to social moral norms in order to obtain a sense of satisfaction,resulting in a bias in the valuation of resource,environmental,and material goods.[Methods]Based on a sample of 402 valid responses from Jiaozhou Bay,the inferred value method(IVM)was used in this study.By employing an indirect questioning approach,the study aimed to capture respondents'actual preferences and willingness to pay,thereby correcting the bias caused by the social desirability effect.[Results]The use of the IVM,which involves asking respondents to speculate on others'willingness to pay,effectively reduced the impact of social desirability bias on individual willingness to pay.This approach avoids overestimation of willingness to pay and enhances the accuracy of environmental economic valuation.Variables such as respondents'age,estimated payment proportion,and approval of government waste management significantly influence willingness to pay.The average willingness to pay for public marine waste management estimated using the IVM was 179.17 yuan per year,while the valuation result using the traditional contingent valuation method was 275.87 yuan per year.The IVM provides more conservative valuation results,further validating its effectiveness in avoiding overestimation of willingness to pay.[Conclusion]The findings of this study can serve as a valuable empirical reference for the application of the inferred value method in the field of resource and environmental valuation in China.Additionally,they can provide some decision-making support for government efforts in managing marine waste pollution.