Public attitudes and preferences for green rooftop technologies in the US: a choice experiment

Abstract Green rooftops, also known as vegetated roofs, will play a critical role in enhancing the resilience of urban areas in the face of climate change and other contemporary environmental and social challenges. To ensure the optimal design and implementation of these green technologies, it is vital to understand the public’s preferences, values, and attitudes toward the government support for green rooftops. This study employs contingent valuation methods, specifically utilizing a payment card and a choice experiment, to investigate these topics that have received inadequate exploration within the current body of literature. Our findings indicate that 45% of the public is aware of green rooftops, and the most desired features on an extensive green rooftop, ranked by importance, are: flowers, grass, trees, and walking paths. The majority (79%) of the public supports a federally proposed legislation currently under review (the Public School Green Rooftop Program) and has a mean willingness to pay of approximately $176 per household as a one-time payment. Additionally, the results show that individuals place a higher value on green rooftops that incorporate solar energy technology compared to those without. Furthermore, there is a perceived, loss of value when access to a green rooftop is limited, as opposed to having open access.