| Summary: | Private Environmental Preference (PEP), measured by the willingness to spend on pollution reduction and its casual factors. A PEP model is constructed for Canada, China, India, and USA using data from the World Value Survey and Structural Equation Models. The results revealed that the most important factors are: environmental organization membership, acknowledgement of global environmental problems, Machiavellian attitudes towards money, and confidence in governing bodies. Other significant factors include: the acknowledgement of local environmental problems, income level, occupational characteristics, and work ethic. The acknowledgement of global problems and confidence in governing bodies increase PEP, while Machiavellian attitudes towards money reduce PEP across all four countries. Environmental organizational membership on PEP increase PEP in Canada and USA, but decrease PEP in India. White-collar occupational characteristics have a positive effect on PEP in Canada, but negative in China and India. Policy recommendations are provided given these observations.
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