Awareness and willingness to pay for green roofs in Mediterranean areas

Green roofs have been extensively investigated in recent years, showing that their implementation in urban areas provides multiple benefits (e.g., pluvial flood mitigation, urban heat island reduction, energy saving, increase of biodiversity, CO2 sequestration) and supports sustainable urban development. Although green roof benefits have been widely recognized, the perception that the community has of these nature-based solutions and the willingness to pay for their installation in urban areas is still not clear nor quantified. Societal perception and willingness to pay for green roofs are fundamental for urban planners and decision makers, since they represent the community participation in the sustainable development of urban areas. In this work, we aim to analyze how citizens perceive green roofs and how willing they are to pay for the installation and maintenance of these nature-based solutions. We used an online survey to investigate the perception and the knowledge of green roofs as a potential solution to common environmental issues (i.e., urban flood, increase of temperature, energy consumption, air pollution and lack of green spaces), and the interest and willingness to pay for green roof installation on both public and private roofs. Based on the answers of 389 respondents living in Sardinia (Italy), our analysis revealed that most citizens are aware of what green roofs are, and they are aware that, although these nature-based solutions can not completely solve environmental issues, they can greatly contribute to the mitigation of these phenomena. Results also show a higher interest in the installation of green roofs on public buildings than on private ones, due to the high installation costs. Moreover, for private roofs, the possibility to install photovoltaic panels instead of GRs is generally preferred. Most of the respondents are willing to spend less than 100 euro per year for the maintenance of green roofs on public buildings and to invest less than 5000 euro for the installation on their own house.