Scholarlink

Transportation is one of the most contributing economic sectors to carbon emissions. Increasing the knowledge of individuals to understand the negative effects of climate change can encourage them to make more eco-friendly decisions. Goal framing theory enhances the impact of climate change information on vehicle choice and different framings to present the CO2 emissions have different levels of effects on the willingness to pay (WTP) for the emission reduction. However, there might be some underlying psychological factors that induce these variations. This study introduces the Moral Foundations Values as moderating factors to explain such differences. The study demonstrates that individual moral values affect how people respond to these framings by analyzing data from discrete choice experiments with Canadian drivers. Specifically, the authority shows the strongest effects with the highest WTP under the Newspaper-fire framing. While it has the biggest negative effects on the WTP under Emojis framing. This suggests that using appropriate framing can considerably change the WTP for CO2 emissions considering the moral foundation values of different populations.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Moral Reframing Effects on Willingness to Pay for Greenhouse Gas Emissions Reduction

  • 会议论文

  • 发表日期：

    2025年

查看全文
  • Mahdie Asl-Javadian,
  • Bobin Wang,
  • E. O. D. Waygood,
  • Hamed Naseri,
  • Xun Ji

摘要

Transportation is one of the most contributing economic sectors to carbon emissions. Increasing the knowledge of individuals to understand the negative effects of climate change can encourage them to make more eco-friendly decisions. Goal framing theory enhances the impact of climate change information on vehicle choice and different framings to present the CO2 emissions have different levels of effects on the willingness to pay (WTP) for the emission reduction. However, there might be some underlying psychological factors that induce these variations. This study introduces the Moral Foundations Values as moderating factors to explain such differences. The study demonstrates that individual moral values affect how people respond to these framings by analyzing data from discrete choice experiments with Canadian drivers. Specifically, the authority shows the strongest effects with the highest WTP under the Newspaper-fire framing. While it has the biggest negative effects on the WTP under Emojis framing. This suggests that using appropriate framing can considerably change the WTP for CO2 emissions considering the moral foundation values of different populations.