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In environmental economics, Willingness to Pay (WTP) and Willingness to Accept (WTA) are two fundamental concepts used to measure the monetary value individuals assign to environmental goods and services, especially those that are not traded in conventional markets. These measures are widely applied in cost–benefit analysis, environmental valuation, and policy design to assess how much people value improvements or losses in environmental quality. Willingness to Pay refers to the maximum amount of money an individual is prepared to pay to obtain a benefit or to avoid a negative outcome. It represents the value individuals place on gaining or preserving an environmental improvement. For example, people may be asked how much they would be willing to pay annually to reduce air pollution in their city or to protect a local forest from deforestation. If a household states that it would pay ₹1,000 per year to ensure clean drinking ________ ____ _____ ____ ______ ___ ____ ___ ___ ___.
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