Social trust, past behavior, and willingness to pay for environmental protection: evidence from China

Shizheng Tan (), Wei Li (), Xiaoguang Liu (), Chen Liang (), Yaqi Wang () and Naa Adjeley Sackey ()
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Shizheng Tan: Taiyuan University of Technology
Wei Li: Taiyuan University of Technology
Xiaoguang Liu: Taiyuan University of Technology
Chen Liang: Southeast University
Yaqi Wang: Taiyuan University of Technology
Naa Adjeley Sackey: Taiyuan University of Technology

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2025, vol. 27, issue 8, No 84, 20099 pages

Abstract: Abstract In the twenty-first century, environmental degradation has become a global concern. In this context, sustainable development has become the primary goal of the global community. Enhancing individuals’ willingness to pay (WTP) for environmental protection is crucial for the sustainable development of the economy, society, and environment. Based on social cognitive theory, this study uses 1961 samples from the 2021 Chinese General Social Survey to identify and analyze the factors, or combinations of factors, that improve WTP for environmental protection. The multiple regression analysis results show that institutional trust, interpersonal trust, and past behavior significantly and positively affect environmental WTP. Environmental self-efficacy partially mediates the effects of interpersonal trust and past behavior on environmental WTP, and education level positively moderates the relationship between environmental self-efficacy and environmental WTP. The fuzzy set qualitative comparative analysis results show that eight combinations can generate high environmental WTP, as a single factor is insufficient. Further analysis shows that institutional trust and interpersonal trust can interact to affect environmental WTP. Under certain conditions, an alternative relationship exists between institutional trust and environmental self-efficacy. Creating a positive social trust environment through information disclosure and organizing environmental activities, while implementing customized environmental measures that consider demographic and psychological factors, can effectively increase individuals’ WTP. In conclusion, the findings emphasize the contribution of social trust, past behaviors, and their interaction with other factors in shaping future environmental WTP, ultimately supporting sustainable development goals.

Keywords: Social trust; Past behavior; Willingness to pay; Environmental protection; Multiple regression analysis; Qualitative comparative analysis (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s10668-024-05457-w

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