Munich Personal RePEc Archive

Environmental attitude, motivations and values for marine biodiversity protection

Halkos, George and Matsiori, Steriani (2015): Environmental attitude, motivations and values for marine biodiversity protection.


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This study explores people’s environmental attitudes and motives for putting economic values to marine biodiversity and its protection. Primary data were collected from a sample of 359 people living in two important Greek coastal port cities: Thessaloniki and Volos. Respondents’ environmental attitude was measured with the New Ecological Paradigm (NEP) scale, and economic values were derived from a referendum, contingent valuation method (CVM) survey for protecting marine biodiversity. Use of appropriate statistical methods revealed three factors of environmental attitudes; namely, man dominate to nature, anti-anthropocentrism and limits to growth. Significant relationships are found between NEP scale factors and socio-economic characteristics and individuals’ opinions about marine biodiversity utility. Pro-environmental behavior or attitudes are associated with higher NEP scale scores. At a second stage and in a logistic regression setup the relation between people’s willingness to pay (WTP) for marine biodiversity protection with their socio-economic characteristics and the PCA extracted results are explored. Pro-environmental attitudes influence the estimates of mean WTP. Significant relationships are found between environmental attitudes and non-use motivations and WTP and ethical motives for species protection. Finally individuals’ mean WTP for marine biodiversity protection was calculated approximately equal to € 29 per person.

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