Public attitudes and preferences for green rooftop technologies in the US: a choice experiment

Abstract Green rooftops, also known as vegetated roofs, will play a critical role in enhancing the resilience of urban areas face climate change and other contemporary environmental social challenges. To ensure optimal design implementation these green technologies, it is vital to understand public’s preferences, values, attitudes toward government support for rooftops. This study employs contingent valuation methods, specifically utilizing payment card choice experiment, investigate topics that have received inadequate exploration within current body literature. Our findings indicate 45% public aware most desired features on an extensive rooftop, ranked by importance, are: flowers, grass, trees, walking paths. The majority (79%) supports federally proposed legislation currently under review (the Public School Rooftop Program) has mean willingness pay approximately $176 per household one-time payment. Additionally, results show individuals place higher value rooftops incorporate solar energy technology compared those without. Furthermore, there perceived, loss when access rooftop limited, opposed having open access.