The objective of the proposed research is to test a hybrid method that combines the Theory of Planned Behavior (TPB) and conjoint analysis for determining adults' willingness-to-pay (WTP) to protect children's health, with the method to be adapted for policy-making. For the development of this method nitrates in drinking water will serve as the risk factor because it only affects children’s health. It is hypothesized that combined responses on the various sections of the questionnaire will have predictive value for the respondents’ WTP. It is also expected that WTP will be higher for adults with children than for adults with no children but that the WTP of these adults will still be greater than zero and that the explanatory power of TPB (via regression) and conjoint analysis will be greater if the choice is consequential.
Two experimental groups from areas of Colorado with nitrate-contaminated drinking water and one control group from an urban area with nitrate-free drinking water will be tested. A questionnaire will be used to assess knowledge and beliefs about the risk factor, as well as the components of TPB. Respondents will also complete a choice task for a conjoint analysis to assess their preferred choices of behavior for averting this risk. Upon completion of the task, half the sample (consequential choice group) will actually be given the opportunity to purchase one of their averting choices (a water filter or a year's supply of bottled water) to test the effect of making the choices consequential.
In addition to expecting WTP to be higher for adults with children and that the explanatory power of TPB to be greater for the consequential choice treatment conditions, it is also expected that this research will result in the development of a model that can be used by policy makers to investigate averting option preferences with respect to other stressors.
risk assessment, conjoint analysis, economics, social psychology, environmental psychology, environmental attitudes. , Economic, Social, & Behavioral Science Research Program, Ecosystem Protection/Environmental Exposure & Risk, HUMAN HEALTH, Health, INTERNATIONAL COOPERATION, PHYSICAL ASPECTS, RFA, Scientific Discipline, Children's Health, Ecology and Ecosystems, Economics, Economics & Decision Making, Environmental Policy, Exposure, Monitoring/Modeling, Physical Processes, Risk Assessments, Social Science, decision-making, PCB, adult valuation of children's health, age-related differences, behavioral assessment, biomarkers, chemical exposure, conjoint analysis, contingent valuation, decision analysis, decision making, dietary exposure, dose-response, ecological risk, ecological risk assessment, environmental risks, environmental stress, fish-borne toxicants, human exposue, human exposure, human health risk, market valuation models, multi-criteria decision analysis, multi-objective decision making, non-market valuation, pesticides, policy analysis, population based dose response model, population model, public policy, risk assessment model, standards of value, surveys, theory of planned behavior, willingness to pay