Urban-rural disparities in low-carbon policy intensity and residents' willingness to pay in environmental sustainability

Abstract

Low-carbon policies can shape individual environmental behaviors, yet how policy intensity influences willingness to pay (WTP) for environmental protection, across diverse socioeconomic and geographic contexts, remains poorly understood. Drawing on a nationwide survey in China (N = 22,012), we find a U-shaped relationship between the intensity of low-carbon policies and residents' WTP. This nonlinearity differs markedly between urban and rural populations: rural residents display a steeper U-shaped response, while for urban residents, higher socioeconomic status (SES) transforms the U-shaped curve into a positive linear gradient. Spatial analyses (Global and Local Moran's I) reveal pronounced clustering, with high WTP concentrated in ecologically dependent, less-urbanized regions and low WTP in more urbanized regions, including Beijing and its surroundings. These findings underscore the complexity of policy impacts across social and spatial dimensions, offering insights into how tailored, context-sensitive strategies may enhance public engagement and foster more equitable pathways to sustainable development.