Gender differences, theory of planned behavior and willingness to pay

This paper explores gender differences in an expanded model of the theory of planned behavior (specific attitude, subjective norm, perceived behavioral control and moral norm) to explain the willingness to pay for the conservation of the Monfragüe national park located in the province of Cáceres (Extremadura, Spain). The results indicate that women have stronger perceived control, stronger subjective norm and a greater willingness to pay. Additionally, it has been confirmed that moral norms and perceived control are the most significant predictors of visitors' willingness to pay intentions. It has also confirmed the significance of the relations established between the different psycho-social variables of the proposed model. The findings of this study shed light on citizens' decision-making processes in order to develop effective marketing and local strategies that induce future economic valuation decisions.