RESOURCES AND ENVIRONMENT IN THE YANGTZE BASIN >> 2020, Vol. 29 >> Issue (11): 2345-2353.doi: 10.11870/cjlyzyyhj202011002

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Research on Factors Affecting Willingness to Pay for Green Technology Products in Shanghai

HUANG Li 1,2,3，ZHU Ting 1   

  1. （1. School of Urban and Regional Science, East China Normal University, Shanghai 200062,China; 2. Institute of Global Innovation and Development，East China Normal University, Shanghai 200062,China； 3. Center of American Studies East China Normal University, Shanghai 200062,China）
  • Online:2020-11-20 Published:2020-12-17

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Abstract: This research combines the Technology Acceptance Model with the Theory of Planned Behavior. With the sampling 303 questionnaires of Shanghai residents, an integrated model to discover the influential factors of the Willing-to-pay for green technology products is constructed. The path analysis was carried out by using AMOS structural equations, which shows that factors affecting the willingness of residents to pay for green technology products can be attributed to technical acceptance factors (Information Communicating, Perceived Usefulness) and planned behavioral factors (Trust Tendencies, Behavioral Tendency). Behavioral Tendency and Perceived Usefulness are two important factors which can generate and improve residents’ willingness to pay, while residents’ attitudes towards the use of green technology products cannot promote their willingness to pay, and the impact of Information Exchange on residents’ attitudes towards the use of green technology products is not significant. Based on the analysis, the related policies and recommendations for improving residents’ willingness to pay for green technology products are proposed.

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