Willingness and motivation of residents to pay for conservation of urban green spaces in Jinan, China

Research indicates a relationship between motivation and willingness for conservation of urban green spaces. This study assessed the value of urban green spaces in Jinan using a contingent valuation method and payment card approaches, explored the motives behind payment, and identified the residents' recreational patterns of using urban green spaces. A total of 606 respondents in the 18–70 age groups from different parks and socio-economic groups were interviewed using cluster sampling. About 47% of respondents visited urban green spaces weekly, with 15.2% of respondents scarcely visiting parks. Companions during visits were family members, especially children. Leisure activities and exercising topped the list of activities undertaken in parks. 81.4% of respondents were willing to pay for the conservation of urban green spaces, and trust in the government was the most important factor that led to a high protest ratio. The average and median willingness to pay (WTP) values were RMB 81.81 per year and 50.0 per year, respectively, which were higher than actual park entrance fees. A Logistic regression analysis indicated that WTP value was linked to monthly income and frequency of visits. And the results suggested that individual resident intention to pay was mainly based on existence value, and supplemented by option value and bequest value. These results could assist planning and conservation of urban green spaces, and provide motivation for further research in these areas.