Are Rural Residents Willing to Pay for Sanitation Improvements? Evidence from China’s Toilet Revolution

Xinyang Lyu, Zhigang Wang, Cheryl Wachenheim and Shi Zheng ()
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Xinyang Lyu: School of Agricultural Economics and Rural Development, Renmin University of China, Beijing 100872, China
Zhigang Wang: School of Agricultural Economics and Rural Development, Renmin University of China, Beijing 100872, China
Cheryl Wachenheim: Agribusiness and Applied Economics, North Dakota State University, Fargo, ND 58101, USA
Shi Zheng: School of Agricultural Economics and Rural Development, Renmin University of China, Beijing 100872, China

Agriculture, 2025, vol. 15, issue 8, 1-22

Abstract: The “Rural Toilet Revolution” is a pivotal initiative aimed at improving living conditions and health standards in rural China. Utilizing data from 683 questionnaire responses from rural residents across China, this study constructs a multi-stakeholder collaborative governance system and delves into the current state of rural toilets, assesses the average willingness of rural residents to invest in toilet upgrades, and identifies key factors influencing their financial commitment to such renovations. The findings reveal that the average willingness to pay for the modernization of sanitation facilities is CNY 791 (approx. USD 110), constituting approximately 26.37% of the actual renovation costs, and the ratio of government and residents’ contributions can be determined as 3:1. Moreover, a positive correlation was observed between the frequency of toilet cleaning and the propensity to invest in upgrades, highlighting a heightened awareness of hygiene risks among those prioritizing sanitation. Conversely, satisfaction with existing toilets inversely affected the willingness to pay for improvements, indicating that contentment with current toilets diminishes the likelihood of participation in renovation initiatives. Additionally, previous engagement in toilet renovation programs emerged as a significant predictor of continued willingness to contribute financially to the “Toilet Revolution”, underscoring the positive impact of prior renovation experiences.

Keywords: rural living environment; toilet revolution; collaborative governance; willingness to pay; contingent valuation method; environmental risk perception (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2025
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