title: Theory of Planned Behavior and the Value-Belief-Norm Theory explaining willingness to pay for a suburban park.
abstract: This paper analyses whether the environmental profile of park visitors as defined by the components of the Theory of Planned Behavior and the Value-Belief-Norm Theory, determines their willingness to pay for park conservation. The sample consists of 194 visitors to a suburban Spanish park. Under these theories, it is shown that positive attitudes, a strong orientation towards biospheric and altruistic values with strong pro-environmental and normative beliefs determine the visitors' willingness to pay. Various fit statistics and the proportion of explained variance reveal that Theory of Planned Behavior has a greater influence on willingness to pay. The managers of urban spaces should direct their efforts to obtaining greater knowledge of people's attitudes, beliefs and pro-environmental values given their importance in their decisions regarding economic valuation of this sort of resources.
authors.affiliation: Dpto Gestión de Empresas, Universidad Pública de Navarra, Edificio Madroños, 31006 Pamplona, Spain. natalia.lopezmosquera@unavarra.es
authors.forename: Natalia
authors.initials: N
authors.lastname: López-Mosquera
authors.forename: Mercedes
authors.initials: M
authors.lastname: Sánchez
mesh_terms: D003247:Conservation of Natural Resources / Q000191:economics*; D003469:Culture; D006801:Humans; D011998:Recreation