Study on the key factors of public participation in low carbon city construction and willingness to pay.

The popularity of urban distributed photovoltaics is crucial for building low-carbon cities. Retrofitting roofs with photovoltaic tiles is a new option. However, whether the public supports this initiative needs to be understood. Assessing willingness to pay is a critical way to measure public acceptance. Therefore, this paper assesses Chinese urban households' willingness to pay to support photovoltaic tiles retrofit roofs to promote the construction of low-carbon cities. To obtain factors that better explain the willingness to pay, variables such as personal of interest perception, moral perception and policy perception are added to the initial theory of planned behavior psychological interpretation framework for willingness to pay and the extended theory of planned behavior psychological explanatory framework for willingness to pay is constructed. It is encouraging to note that the expanded framework has increased the explanatory power of willingness to pay, where the personal of interest perception is the dominant variable in explaining willingness to pay. We believe that we should pay attention to the impact of the personal of interest perception on willingness to pay and increase the publicity of the importance of photovoltaic tiles retrofitting roofs to promote low-carbon city construction through Internet means and increase individual personal of interest perception, policy perception, and moral perception, which may help promote better public participation in low-carbon cities.