VISITORS’ WILLINGNESS TO PAY FOR IMPROVED SOLID WASTE MANAGEMENT AT BATU HITAM BEACH
DOI:
https://doi.org/10.21837/pm.v24i43.2130Keywords:
Contingent Valuation Method, Perceived Behavioral Control, Coastal Tourism, Visitor ContributionAbstract
Batu Hitam Beach is a growing tourism site in Pahang that offers an aesthetic view, particularly its black volcanic stones along the shoreline. However, the rising number of visitors and the expansion of beach activities have increased solid waste generation. It creates challenges for the current solid waste management at Batu Hitam Beach. This study aims to estimate the visitors’ willingness to pay and to analyse the factors influencing visitors’ willingness to pay for improved solid waste management at Batu Hitam Beach. This study employs a questionnaire survey using the Contingent Valuation Method with integration of the Theory of Planned Behaviour. This study focuses on how sociodemographic factors and behavioural determinants, which are attitude and perceived behavioural control influences willingness to pay. A questionnaire survey was conducted among 166 visitors, and the data were analysed using descriptive statistics and logistic regression. The estimated average willingness to pay is RM2.12 per visit for improved solid waste management provides a useful reference for designing a small visitor contribution scheme to strengthen solid waste management services. The findings also show that visitors’ willingness to pay was positively influenced by their perceived behavioural control, while attitude was not found to be a significant factor. It suggests the management strategies to prioritise strengthening visitors perceived ease and confidence to contribute through clear information on fund use, simple payment options, and visible improvements in cleanliness and facilities.
Downloads
References
Afroz, R., & Masud, M. M. (2011). Using a contingent valuation approach for improved solid waste management facility: Evidence from Kuala Lumpur, Malaysia. Waste Management, 31(4), 800–808. https://doi.org/10.1016/j.wasman.2010.10.028
Agamuthu, P., & Fauziah, S. H. (2011). Challenges and issues in moving towards sustainable landfilling in a transitory country—Malaysia. Waste Management & Research, 29(1), 13–19. https://doi.org/10.1177/0734242X10383078
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Alam, M., Ahmade, K., & Yaseen, M. (2010). Impact of education on the willingness to pay for improved waste collection system in Pakistan. Pakistan Journal of Commerce and Social Sciences, 4(2), 167–175.
Berglund, E., Westerling, R., & Lytsy, P. (2017). Housing Type and Neighbourhood Safety Behaviour Predicts Self-rated Health, Psychological Well-being and Frequency of Recent Unhealthy Days: A Comparative Cross-sectional Study of the General Population in Sweden. Planning Practice & Research, 32(4), 444–465. https://doi.org/10.1080/02697459.2017.1374706
Boateng, K. S., Agyei-Baffour, P., Boateng, D., Rockson, G. N. K., Mensah, K. A., & Edusei, A. K. (2019). Household willingness-to-pay for improved solid waste management services in four major metropolitan cities in Ghana. Journal of Environmental and Public Health, 2019, Article 5468381. https://doi.org/10.1155/2019/5468381
Carson, R. T., Flores, N. E., & Meade, N. F. (2001). Contingent valuation: Controversies and evidence. Environmental and Resource Economics, 19(2), 173–210. https://doi.org/10.1023/A:1011184720406
Chea, C. C. (2019). Single-bounded contingent valuation method (CVM): Visitors’ willingness-to-pay for living heritage conservation in Melaka City and George Town. Review of Integrative Business and Economics Research, 8(S3), 71–81.
Chen, M. F., & Tung, P. J. (2010). The moderating effect of perceived lack of facilities on consumers’ recycling intentions. Environment and Behavior, 42(6), 824–844. https://doi.org/10.1177/0013916509355121
Deepa, R. M., & Anwar, D. (2023). Calculating the optimal sample size in different situations. Scholarly Research Journal for Interdisciplinary Studies, 12(54).
Fauziah, S. H., & Agamuthu, P. (2012). Municipal solid waste management in Malaysia: Current practices and challenges. Waste Management, 33(1), 220–232. https://doi.org/10.1016/j.wasman.2012.09.019
Getinet, S. (2024). Determinants of rural households’ willingness to pay for improved potable water supply in Central Rift Valley, Ethiopia: contingent valuation method approach.
Girma, M., Ahmed, A., & Negash, D. (2023). Households’ willingness to pay for improved solid waste management in Harar, Ethiopia: Evidence from a double-bounded CVM. Waste Management & Research, 41(3), 251–262. https://doi.org/10.1177/0734242X231161174
Han, Z., Zeng, D., Li, Q., Cheng, C., Shi, G., & Mou, Z. (2019). Public willingness to pay and participate in domestic waste management in rural areas of China. Resources, Conservation and Recycling, 140, 166–174. https://doi.org/10.1016/j.resconrec.2018.09.018
Hanemann, W. M. (1984). Welfare evaluations in contingent valuation experiments with discrete responses. American Journal of Agricultural Economics, 66(3), 332–341.
Haron, S. A. (2023). Estimating households’ willingness to pay for improved solid waste management services in Kuala Nerus, Malaysia. Journal of Sustainability Science and Management, 18(2), 85–93. https://doi.org/10.46754/jssm.2023.02.007
Irfan, M., Zhao, Z. Y., Li, H., & Rehman, A. (2020). The influence of consumers’ intention factors on willingness to pay for renewable energy: A structural equation modeling approach. Environmental Science and Pollution Research, 27(17), 21747–21761. https://doi.org/10.1007/s11356-020-08592-9
Kamaruddin, M. A., Md. Isa, M. H., & Sulaiman, M. (2021). Composition of marine debris along the Pahang coastline: Sources and impacts. Marine Pollution Bulletin, 172, 112857. https://doi.org/10.1016/j.marpolbul.2021.112857
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607–610. https://doi.org/10.1177/001316447003000308
Liu, T., Jin, S., Zhu, H., & Qi, X. (2018). Construction of revised TPB model of customer green behavior: Environmental protection purpose and ecological values perspectives. IOP Conference Series: Earth and Environmental Science, 167, 012021. https://doi.org/10.1088/1755-1315/167/1/012021
Memon, M. A., Ting, H., Cheah, J. H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample size for survey research: Review and recommendations. Journal of Applied Structural Equation Modeling, 4(2).
Mitchell, R. C., & Carson, R. T. (2005). Using surveys to value public goods: The contingent valuation method. Resources for the Future.
Mohd-Salleh, N., Khalil, S. N., & Zainuddin, Z. (2011). Public attitude and behavior towards household waste management in Kuantan, Malaysia. Journal of Asian Behavioural Studies, 1(2), 33–42.
Nik Ab Rahim, N. N. R., Othman, J., & Yacob, M. R. (2024). The application of choice modelling for a sanitary landfill in Kota Bharu, Kelantan, Malaysia. Planning Malaysia: Journal of the Malaysian Institute of Planners,
Othman, J. (2006). Household preferences for solid waste management in Malaysia. Environment and Development Economics, 11(4), 603–627. https://doi.org/10.1017/S1355770X06003095
Ramayah, T., Lee, J. W. C., & Mohamad, O. (2012). Sustaining the environment through recycling: An empirical study. Journal of Environmental Management, 102, 141–147. https://doi.org/10.1016/j.jenvman.2012.02.025
Saengsupavanich, C., Rif’atin, H. Q., Magdalena, I., & Ariffin, E. H. (2024). A systematic review of jetty-induced downdrift coastal erosion management. Regional Studies in Marine Science, 74, 103523. https://doi.org/10.1016/j.rsma.2024.103523
Setiawan, F., & Saptutyningsih, E. (2022). Willingness to pay for destination quality improvement: Case study of Baru Beach, Yogyakarta. Journal of Economics Research and Social Sciences, 6(1), 31–43. https://doi.org/10.18196/jerss.v6i1.13363
Subhan, M., Abdullah, M. A., & Muhammad, M. Z. (2020). Willingness to pay for improved solid waste management in Malaysia. Asian Social Science, 10(18), 39–47. https://doi.org/10.5539/ass.v10n18p39
SWCorp Malaysia. (2022). Laporan tahunan 2022: Statistik sisa pepejal negara. https://www.swcorp.gov.my/v1/statistik/image/AnnualReport%202022.pdf
United Nations Environment Programme. (2016). Global waste management outlook. UNEP. https://www.unep.org/resources/report/global-waste-management-outlook
Wana, A. W., & Ali, I. (2024). Urban households’ willingness to pay for solid waste management services in Srinagar, India. Environment and Urbanization ASIA, 15(1), 123–141. https://doi.org/10.1177/0975425324123456
Whittington, D. (2010). What have we learned from 20 years of stated preference research in less-developed countries? Annual Review of Resource Economics, 2(1), 209–236. https://doi.org/10.1146/annurev.resource.012809.103908
World Bank. (2018). What a waste 2.0: A global snapshot of solid waste management to 2050. https://datatopics.worldbank.org/what-a-waste/
Yohannes, M., Alemu, M., & Mekonnen, A. (2021). Households’ willingness to pay for improved solid waste management in Hawassa, Ethiopia. Resources, Conservation & Recycling Advances, 11, 200066. https://doi.org/10.1016/j.rcradv.2021.200066
Yusof, Z. B., Zakariya, K., Ibrahim, P. H., & Haron, R. C. (2025). Planning and management barriers in marine park island governance: Insights from East Coast Peninsular Malaysia. Planning Malaysia: Journal of the Malaysian Institute of Planners, 23(6), 842–857.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 Unported License.
Copyright & Creative Commons Licence
eISSN: 0128-0945 © Year. The Authors. Published for Malaysian Institute of Planners. This is an open-access article under the CC BY-NC-ND license.
The authors hold the copyright without restrictions and also retain publishing rights without restrictions.
