Willingness to pay: Who are the cheap talkers?

The purpose of this paper is to determine who is willing to pay (WTP) for a greener event by applying a Contingent Valuation (CV) approach together with an experimental design. To identify the cheap talkers a survey was conducted at the Wacky Wine Festival in South Africa, were 474 respondents participated. Using a Heckman two-step approach, the results confirmed that the decision to contribute depends on behavioural and motivational factors, while the amount is income-dependent. The extent of cheap talking is significant, with a 50% deviation in stated and revealed behaviour. Besides cheap talkers, another category is identified, namely “ethicals”, who contribute their voucher to the tree planting project without indicating that they are willing to pay.