Influence of Climate Change Tax Strategies on Willingness to Pay in Asia and Europe

Climate Change Taxation Strategies Willingness to Pay Cultural Values Asia and Europe Sustainability

Authors

  • Neeranat K. Rakangthong School of Accountancy and Finance, Walailak University, Nakhon Si Thammarat, 80160, Thailand
  • Somjintana Koompai
    ksomjint@wu.ac.th
    School of Political Science and Public Administration, Walailak University, Nakhon Si Thammarat, 80160, Thailand
  • Shubham Pathak School of Accountancy and Finance, Center of Excellence in Sustainable Disaster Management (CESDM), Walailak University, Nakhon Si Thammarat, 80160, Thailand
  • Qin Zhu Pinghu Normal College, Jiaxing University, Jiaxing, 314000, China
Vol. 6 No. 2 (2025): June
Research Articles

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Previous research has demonstrated that people's reluctance to pay taxes to mitigate climate change stems from their belief in the tax system, its transparency and fairness, and its ability to distribute income equally and inclusively. This issue stems from the fact that people in different countries lack financial support to address climate change. This study aims to compare this willingness to pay taxes and to find strategies for organizing taxes to make people more willing to pay them by emphasizing the significant role of cultural values ​​between Asian and European countries, following the model of Inglehart and Welzel. This research adopts a quantitative methodology using secondary data from the European Investment Bank (EIB), which conducted a global public opinion survey in 2023–2024. The data was analyzed using ANOVA and stepwise multiple regression analysis. The results show that Asian countries with traditional and survival values ​​are more willing to pay taxes than those with secular and self-expressive values ​​in Europe. The new findings are that tax policies that hold polluters accountable for their carbon emissions, or fossil tax reforms, are most acceptable in countries with different values ​​in Asia and Europe. This research paves the way for sustainable tax reforms.