Assessing college students’ attitudes toward cedar pollinosis mitigation through artificial cedar forest reforestation in Japan

Abstract

Cedar pollinosis is a significant public health issue in Japan, with a prevalence reaching 38.8 % in 2019. This study evaluates college students’ willingness-to-pay (WTP) for artificial cedar forest reforestation in Oita Prefecture to reduce the adverse effects of airborne cedar pollen. Employing the contingent valuation method and payment card techniques, we estimate the total benefits of a 30-year reforestation initiative using net present value analysis, demonstrating its applicability to similar projects in other regions. A total of 106 students at Ritsumeikan Asia Pacific University in Oita Prefecture, Japan, participated in the survey conducted in January 2024. The results indicate that individuals with cedar pollinosis have a WTP of 405 JPY per month, while those without the condition have a WTP of 285 JPY per month. If these amounts were converted to household contributions, they would account for approximately 25 % of Oita Prefecture’s budget for soil erosion prevention and afforestation. Regression analysis identifies gender, leisure expenses, and cedar pollinosis as significant factors influencing WTP. Additionally, individuals with childhood exposure to forests exhibit a higher WTP for reforestation initiatives. These findings highlight the necessity of developing targeted policies that promote the reforestation of artificial cedar forests, particularly through increased awareness of low-pollen cedar varieties. Furthermore, fostering early-life connections with forest environments is crucial for ensuring long-term support for reforestation efforts. This study underscores the importance of sustainable forest management policies to mitigate cedar pollinosis and enhance public health and environmental conservation.