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<p>Forest ecosystems provide critical benefits to both humans and the environment, yet their economic valuation remains complex, particularly in understanding community willingness to pay (WTP) for conservation. While existing studies have predominantly focused on demographic and socio-economic determinants of WTP, this study expands the framework by integrating psychological factors, cultural norms, human-nature relationships, provisioning services, regulating services, and cultural services. Grounded in an extended Theory of Planned Behavior (TPB), the research examines how psychological factors and perceived ecosystem service collectively influence WTP for forest conservation in Gunung Mulu National Park (GMNP), a natural heritage site recognized by UNESCO in Sarawak, Malaysia. Using Partial Least Squares Structural Equation Modelling (PLS-SEM) on survey data from 400 respondents (including indigenous communities and the general public), the findings reveal that attitude, subjective norms, perceived behavioral control, cultural norms, human-nature relationships, and regulating services significantly and positively influence WTP. Notably, perceived behavioral control emerges as the strongest predictor, while regulating services outweigh provisioning services and cultural services in driving WTP for forest conservation. Additionally, locality and education level moderate the relationship between the constructs. The study advances the ecosystem valuation literature by bridging theoretical gaps and providing policymakers with a holistic framework to enhance conservation strategies, emphasizing the interplay between socio-psychological and ecological factors in environmental decision-making.</p>

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What drives willingness to pay for forest conservation in Gunung Mulu National Park, Malaysia? The psychological and ecosystem service perspectives from indigenous and public communities

  • 期刊论文

  • 发表日期：

    2026年1月29日

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  • Tan Ann-Chyi,
  • Low Sheau-Ting

摘要

Forest ecosystems provide critical benefits to both humans and the environment, yet their economic valuation remains complex, particularly in understanding community willingness to pay (WTP) for conservation. While existing studies have predominantly focused on demographic and socio-economic determinants of WTP, this study expands the framework by integrating psychological factors, cultural norms, human-nature relationships, provisioning services, regulating services, and cultural services. Grounded in an extended Theory of Planned Behavior (TPB), the research examines how psychological factors and perceived ecosystem service collectively influence WTP for forest conservation in Gunung Mulu National Park (GMNP), a natural heritage site recognized by UNESCO in Sarawak, Malaysia. Using Partial Least Squares Structural Equation Modelling (PLS-SEM) on survey data from 400 respondents (including indigenous communities and the general public), the findings reveal that attitude, subjective norms, perceived behavioral control, cultural norms, human-nature relationships, and regulating services significantly and positively influence WTP. Notably, perceived behavioral control emerges as the strongest predictor, while regulating services outweigh provisioning services and cultural services in driving WTP for forest conservation. Additionally, locality and education level moderate the relationship between the constructs. The study advances the ecosystem valuation literature by bridging theoretical gaps and providing policymakers with a holistic framework to enhance conservation strategies, emphasizing the interplay between socio-psychological and ecological factors in environmental decision-making.