Preferences Evaluation and Estimation of Esfahan Citizen's willingness to pay To use the Clean Air: conditional logit model and choice modeling Approach

Although the environment especially clean air plays important role in human life، But since the actual value of these services are unclear. Today the most important challenges facing governments are Environmental crises and deal with air pollution. Therefore governments are trying Find scientific solutions to adopt policies based on the results of surveys and with emphasis on the Evaluation citizens'' preferences to these problems. Choice experiment as a subset of choice modeling is the new methods for estimation of nonmarket commodities value and preferences Evaluation in dealing with environmental commodities. In this study we use choice modeling approach and conditional logit model based on Lancaster’s value theory and random utility theory. The data extract from 500 questionnaires that filed in spring and summer of 2013. After eliminating incomplete questionnaires and pre-test 7218 final data extract from 401 disparate questionnaires in 2406 choice set that every choice set have 3 hypothetical policies. The results show that people have high WTP for hypothetical policies Maintain and improve the quality of clean air different attributes. So that individuals for Improve a level of features respectively reduce the air unpleasant smell، reduce the perception of black dust، Improve Visibility and reduce the effects of anti-health have 75000 Rials WTP. Social- economic variables as age، marriage، parenting، education level، household monthly expenses and is native increase WTP.