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.
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