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Fig 1.

Theory of planned behavior model [25].

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Table 1.

Previous studies on willingness to pay with contingent valuation method.

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Table 1 Expand

Table 2.

Preliminary analysis.

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Table 2 Expand

Table 3.

Descriptive statistics.

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Table 3 Expand

Table 4.

Correlation coefficients.

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Table 4 Expand

Fig 2.

Factors influencing willingness to pay according to the structural equation modeling.

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Fig 2 Expand

Table 5.

Standardized model results.

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Table 5 Expand