2.2. The valuation approach
The research applied dichotomous choice (DC) approach to elicit
respondents’ WTP in order to bypass the EIA. The DC approach was
used because the respondents could be facilitated to complete
a valuation process by choosing between “to pay” or “not to pay”
(Venkatachalam, 2004). The take-it-or-leave-it scenario was quite
similar to that encountered by consumers in their usual market
transactions