环境认知、态度与青藏高原生态友好型基础设施的支付意愿OACHSSCD

Taking ecological public toilets in the Tibetan region as a case,this study uses field survey data to examine the public's willingness to pay(WTP)for eco-friendly infrastructure on the Tibetan Plateau and to identify the effects and mechanisms of environmental cognition and environmental attitudes on payment decisions.Results indicate that:1)Overall WTP is higher:approximately 68％of respondents express willingness to pay for ecological public toilets,with an average payment of 1.41 yuan per use.2)Environmental cognition exerts a dual influence on WTP:value cognition significantly increases both the likelihood and level of payment,whereas risk cognition suppresses payment behavior.3)Environmental attitudes serve as a key mediating mechanism.Public preference for the environmental attributes of ecological toilets and their pro-environmental participation intentions form the psychological foundation that links cognition to payment behavior.4)Significant heterogeneity exists across identity,gender,household registration,and residential location,reflecting differentiated behavioral responses under the Plateau's unique ecological and socioeconomic conditions.These findings provide empirical evidence and policy insights for promoting eco-friendly public infrastructure,implementing differentiated pricing mechanisms,and designing sustainable operation and maintenance models suited to the Tibetan Plateau.