Determinants of willingness to pay for coastal zone quality improvement

Individuals’ decision to use a particular coastal beach is influenced by their preferences and perceptions as well as site's characteristics. This study examines visitors’ attributes and desired site specific characteristics in order to determine the factors affecting willingness to pay (WTP) for an improvement quality (environment, water as well as recreation activities) program. A contingent valuation survey was carried out in order to evaluate the economic benefits of improving coastal zone quality. The study area was coastal line of an area in Central Greece (Volos) where some beaches failures to meet the standards of the Blue Flag program. Our empirical findings suggest that the major variables affecting respondents’ willingness to pay were related to previous environmental behavior. The previous respondents’ participation in environmental protection programs by paying an amount was the most important determinate parameter for their WTP. Income, age, gender, coastal recreational activities and environmental quality of the site plays an important role to people's WTP for quality improvement of coastal zone.

► A CVM survey is carried out to evaluate economic benefits of improving coastal quality.
► Factors affecting WTP for coastal zone quality improvement and the award of a blue flag are explored.
► Empirical linkage of use, existence values and site characteristics with people's WTP are provided.
► Individual characteristics affect differently the behavior for coastal zone economic valuation.