摘要：This paper revisits two conventional beliefs of environmental nonmarket valuation and examines their weaknesses and a new opportunity. The two beliefs are that willingness to pay (WTP) is an appropriate measure of non-market behaviour and that exogenous variables are relevant predictors of WTP whilst endogenous variables are not. The contemporary literature in psychology and economics is reviewed to demonstrate departures from these two beliefs.
关键词：Non-market valuation;willingness to pay;attitude-behaviour;new ecological paradigm;planned behaviour;discrete choice models
