Factors Influencing Residents' Willingness to Pay for Mangrove Forest Environmental Services in Phu Long, Vietnam

The development of mangrove forest environmental services plays a crucial role in human health, economic development, and the security of countries worldwide. This study aims to establish and validate a model for assessing the factors influencing the willingness-to-pay for mangrove forest environmental services. The proposed model comprises four key factors: attitude, subjective norm, perceived behavior control, and environmental knowledge. Data were collected by surveying 235 individuals from various households in Phu Long commune, Vietnam. The Partial Least Squares-Structural Equation Modeling (PLS-SEM) methodology was employed for data analysis. The research findings reveal that perceived behavior control significantly impacted residents' willingness-to-pay, followed by attitude, environmental knowledge, and subjective norms. Furthermore, certain demographic characteristics such as gender and family size mediate the relationship between independent and dependent variables. Based on the obtained results, several policy recommendations are put forward. This study aims to establish and validate a model for assessing the factors influencing the willingness-to-pay for mangrove forest environmental services. Data were collected by surveying 235 individuals from various households in Phu Long commune, Vietnam. The Partial Least Squares - Structural Equation Modeling (PLS-SEM) methodology was employed for data analysis. The research findings reveal that perceived behavior control significantly impacted residents' willingness-to-pay, followed by attitude, environmental knowledge, and subjective norms. Furthermore, certain demographic characteristics such as gender and family size mediate the relationship between independent and dependent variables. Based on the analysis results, this study proposes several policy recommendations to encourage the willingness of residents in Phu Long commune, Hai Phong, Vietnam, to pay for FESs. Strategies to improve the implementation of forest environmental service payments in Phu Long should emphasize enhancing the community's understanding of the importance of mangrove forests. Information dissemination should encompass knowledge about the benefits (both economic and environmental), the current status, threats, and consequences of mangrove degradation, as well as the global significance of mangrove forests, particularly concerning climate change. Additionally, to increase the effectiveness and garner community support for environmental service payment programs in Phu Long, implementation efforts should promote residents' sense of responsibility, pride, and love for the recognized biodiversity heritage values associated with mangrove forests