The theory of planned behavior in predicting willingness to pay for abatement of forest regeneration

This study examines willingness to pay (WTP) responses obtained through contingent valuation (CV) in the context of the theory of planned behavior. According to the theory of planned behavior attitudes, subjective norms, and perceived behavioral control predict behavioral intention. Considering WTP as a behavioral intention, the article explains willingness to pay for abatement of forest regeneration using data from a community-level case study in southern Finland. Attitudes toward forest regeneration and toward supporting forest regeneration abatement policy were measured and used to predict WTP. Attitudes and perceived behavioral control predicted contingent valuation results significantly. The attitudes were regressed against beliefs concerning the good valued and the policy proposed to achieve the good; finally, the effect of the information on the beliefs, attitudes, and WTP was tested. As measured, the beliefs concerning forest regeneration predicted the attitude formation. However; the information provided in the questionnaires was not a significant factor in predicting these beliefs.