Willingness to Pay for Environmental Quality: The Effects of Pro-Environmental Behavior, Perceived Behavior Control, Environmental Activism, and Educational Level

Environmental quality is one of the major concerns in contemporary societies. The main goal this research to investigate citizens’ willingness pay for environmental and whether propensity differs line with education level. Structural equation modeling used explore associations between several constructs; specifically, a multigroup analysis conducted assess invariance two educational level segments. Results suggest that more positively associated perceived behavior control activism. Pro-environmental does not impact but related relationships constructs hold true both groups education. Implications public policy marketing actions are addressed.