Cultural attitudes as WTP determinants: a revised cultural worldview scale

Choi, Andy S. and Fielding, Kelly S. (2016) Cultural attitudes as WTP determinants: a revised cultural worldview scale. Sustainability (Switzerland), 8 6: . doi:10.3390/su8060570

Author Choi, Andy S.
Fielding, Kelly S.
Title Cultural attitudes as WTP determinants: a revised cultural worldview scale
Journal name Sustainability (Switzerland)   Check publisher's open access policy
ISSN 2071-1050
Publication date 2016-06-17
Year available 2016
Sub-type Article (original research)
DOI 10.3390/su8060570
Open Access Status DOI
Volume 8
Issue 6
Total pages 18
Place of publication Basel, Switzerland
Publisher M D P I AG
Collection year 2017
Language eng
Formatted abstract
There has been little attention paid to the systematic measurement issue of general attitudes toward human-culture relationships. This paper applied the Cultural Worldview (CW) scale that was developed by Choi et al. in 2007 (published in the Journal of Cultural Economics), and investigated its dimensionality and relationship with willingness to pay (WTP) for cultural heritage protection through a sequential integration between latent variables and valuation models. A case study of 997 Korean respondents was employed to examine conservation values of cultural heritage sites using discrete choice models. Confirmatory factor analyses demonstrated that this scale can be used either as a single second-order factor or four correlated factors. A more parsimonious version of the CWscale with twelve items is endorsed in this paper and the results also confirm that it is valid for use with non-Western nations. The ?ndings support a significant attitude-WTP relationship; there was a significant role of the CW scale that reveals unobserved factors in valuation models.
Keyword Cultural heritage
Cultural worldview
Discrete choice models
Structural equation models
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Institute for Social Science Research - Publications
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