Hope for the future and willingness to pay for sustainable energy

In this study, we examine whether Willingness To Pay (WTP) for green energy is related to hope and several attitudes towards climate change, namely, denial, worry level of understanding. Using cross-sectional data comprising answers from 905 respondents the Netherlands, find that people who are more generally hopeful willing pay energy, but only if not based on denial severity issue. addition, WTP associated with understanding worry, these even closely they accompanied by hope. Hope however strengthens negative relation a lack WTP. These findings highlight importance fostering realistic hopes regarding change encourage sustainable behaviour, could help frame sustainability policies measures in way maximizes people's willingness support contribute investments mitigation.