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Moral Reframing Effects on Willingness to Pay for Greenhouse Gas Emissions Reduction

  • 2025
  • OriginalPaper
  • Chapter
Published in:
Authors
Mahdie Asl-Javadian
Bobin Wang
E. O. D. Waygood
Hamed Naseri
Xun Ji
Published in
Proceedings of the Canadian Society for Civil Engineering Annual Conference 2024, Volume 16
Publisher
Springer Nature Switzerland

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Abstract

This study delves into the intriguing relationship between moral framing and the willingness to pay for reducing greenhouse gas (GHG) emissions, specifically in the context of vehicle choices. Through a discrete choice experiment, the research explores how different moral foundations, such as authority, fairness, and harm, influence consumer decisions regarding electric vehicles (EVs) and plug-in hybrid electric vehicles (PHEVs). The study finds that moral foundations significantly impact the willingness to pay for GHG emissions reduction, with certain framings, like the newspaper-fire framing, showing a substantial positive effect. The research also highlights the varying impacts of different moral foundations on willingness to pay, providing valuable insights for policymakers and automotive industry professionals. The findings suggest that integrating moral foundations into GHG emissions information framing can effectively influence public willingness to pay for emissions reductions, paving the way for more sustainable transportation choices.
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previous chapter Track Gauge Anomaly Detection Algorithm Combining Global and Local Detection Based on LiDAR Data
next chapter Assessing Autonomous Cooperative Driving Services: A Simulation-Based Analysis of Modification in the MPR of Autonomous Vehicles
Title
Moral Reframing Effects on Willingness to Pay for Greenhouse Gas Emissions Reduction
Authors
Mahdie Asl-Javadian
Bobin Wang
E. O. D. Waygood
Hamed Naseri
Xun Ji
Copyright Year
2025
Book
Proceedings of the Canadian Society for Civil Engineering Annual Conference 2024, Volume 16

Print ISBN: 978-3-031-95114-5

Electronic ISBN: 978-3-031-95115-2

Copyright Year: 2025

DOI
https://doi.org/10.1007/978-3-031-95115-2_12
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