Comparative Analysis of Residents’ Willingness to Pay for Diverse Low-Carbon Measures in Hangzhou, China: Implications for Urban Sustainability and Policy

Chinese cities have made significant progress in fostering low-carbon societies and piloting a variety of low-carbon measures. Nonetheless, the effective implementation of these initiatives and the long-term upkeep of related amenities rely heavily on resident support. The existing studies provide limited insight into how local residents perceive and endorse different types of low-carbon measures, which often involve varying trade-offs. Addressing this gap, the present study surveyed the willingness to pay (WTP) of residents in Hangzhou—an early adopter of low-carbon practices in China—across five representative low-carbon measures. Survey data were collected from 13 distinct residential neighborhoods. The results indicate that Hangzhou residents are more inclined to financially support measures offering direct personal benefits compared to those benefiting the collective good, with this tendency being notably pronounced among highly educated individuals. Further findings include the following: (1) respondents aware of ongoing low-carbon measures were more willing to pay for them; (2) male respondents, recent migrants (within the past five years), high-income groups, and residents in aging communities tended to contribute higher amounts; (3) providing detailed information on carbon mitigation effects markedly increased both the likelihood and the magnitude of WTP; (4) the promotion of new energy vehicles (NEVs) remains contentious, particularly between NEV owners and gasoline vehicle owners. These findings highlight the need for targeted policies and educational programs to strengthen public awareness and support for low-carbon interventions, thereby advancing sustainability in fast-growing urban centers like Hangzhou. Overall, these findings provide key insights for the formulation of low-carbon city policies and sustainable urban planning, emphasizing the global importance of local socioeconomic dynamics and offering a valuable reference for cities worldwide seeking to advance sustainability transitions and meet international climate targets.