Social Desirability and Environmental Valuation

Inside this Book

If you make use of this material, you may credit the authors as follows:

Börger Tobias, "Social Desirability and Environmental Valuation", Peter Lang International Academic Publishing Group, 2012-07-24, DOI: 10.3726/978-3-653-01583-6, License:

Socially desirable responding (SDR) is an often-reported source of bias in survey interviews. It describes the tendency of a respondent to answer in a way that is socially desirable rather than to answer truthfully. This response bias also threatens the reliability and validity of survey-based environmental valuation techniques such as the Contingent Valuation Method (CVM). Therefore, the study deals with the assessment of the conditions for the occurrence of SDR in CVM interviews. A behavioral model is devised to take into account a set of factors triggering SDR responses. The impact of these factors of SDR on willingness to pay (WTP) responses is tested. The results reveal that the relevant factors do not affect WTP statements simultaneously but rather influence them in an independent manner. These findings can improve future CVM studies by identifying respondents who are prone to be influenced by SDR.


Biodiversity Preservation, Börger, China, Contingent Valuation Method (cvm), Desirability, Environmental, Response Bias, Social, Survey Methodology, Valuation, Welfare Measurement, Yunnan

Rights | License

Except where otherwise noted, this item has been published under the following license:

Takedown policy

If you believe that this publication infringes copyright, please contact us at and provide relevant details so that we can investigate your claim.