Willingness to Pay (WTP) for Clean Public Toilet in Indonesia

Abstract

Public toilets in several urban areas still do not meet the cleanliness standards, even though users have to pay for these toilets. Therefore, willingness to pay is crucial in connection with new services by JAMBAN that provide clean public toilets in the urban area, Indonesia. This study aims to determine the factors that significantly influence consumer's willingness to pay and determine the price of customers willing to pay for these public toilets. An online survey questionnaire was conducted by analyzing Risk Perception, Perceived Value, Perceived Usefulness, Attitude toward Clean Public Toilet, Subjective Norms, and Perceived Behavioral Control to predict factors that influence consumers'; willingness to pay for Clean Public toilets in Indonesia. This study using a quantitative method, with Generation Z and Y as unit analysis. The online survey obtained 609 respondents and was analyzed by the PLS-SEM method. This study indicates that Perceived Usefulness, Perceived Value, and Perceived Behavioral Control significantly influence willingness to pay. With the result obtained by using the Contingent Valuation Method, the mean WTP per customer for improved public toilet services was IDR 4.103,45.

Keywords: Clean Public Toilets, Contingent Valuation Method, Generation Y, Generation Z, Online Survey, PLS-SEM, Quantitative, Sanitation, Willingness to Pay