An Exploratory Study of Attendee Willingness to Pay for Environmentally Friendly Meetings

ABSTRACT

The study examined meeting attendees’ willingness to pay (WTP) more for green meetings. The survey data were used to measure the impact of demographic characteristics on WTP a price premium for green meetings. The ordered-probit model was used to estimate the impact of the explanatory factors on the probabilities of meeting attendees’ WTP. Analysis of marginal effects suggested that meeting attendees who were willing to sacrifice convenience associated a green meeting were more likely to pay more for green meetings. The study also found that the green meeting attendee profile was female, married, younger age, and with a high level of education, but men and respondents with higher incomes were less willing to pay more for green meetings when respondents paid their own registration fees.

KEYWORDS:

• Demographic characteristics
• green meetings
• willingness to pay