Willingness-to-pay for greenhouse gas reductions: A Bayesian investigation of distributional patterns

► Customers' willingness-to-pay to lower greenhouse gas emissions by a UK water company. ► Mixed logit analysis of stated choice data using flexible partworth distributions. ► Willingness-to-pay to avoid unit increase of emissions larger than for decrease. ► Customers less likely to be indifferent to emissions increase than decrease. ► Customers less likely to be indifferent the larger the emissions decrease.