Perceived fiscal subsidy predicts rural residential acceptance of clean heating: Evidence from an indoor-survey in a pilot city in China

Traditional rural residential household heating in winter in northern China has caused great burden to green development due to overdependence on scattered coal and other non-renewable energies that are major contributors of environmental pollution. Clean heating policy has been constantly altering this situation ever since its implementation in 2017, but there are some worries about the overdependence on fiscal subsidy to complete the transformation. The present study was based on a survey carried out in 2018 in one of the pilot cities for the policy in order to explore whether perceptual factors instead of actual subsidy shape public acceptance of clean heating indicated by satisfaction and willingness to pay (WTP). The results revealed that perceived fiscal subsidy turns out to be the only perceptual factor that has positive significant association with satisfaction when controlling for household annual income and education, and that adoption of electric heating causes more satisfaction compared with other types of clean heating. Meanwhile, perceived fiscal subsidy is also positively associated with WTP. Based on our findings, we provide insights at the group and the individual level for the governments to better adjust and conduct clean heating policy as well as future sustainable programs in rural areas. •Rural residents in one pilot city of clean heating policy were surveyed.•Residents generally evaluated the performance of clean heating positively.•Higher perceived fiscal subsidy improves satisfaction with clean heating.•Overall willingness to pay for clean heating is low.•Higher perceived fiscal subsidy improves willingness to pay for clean heating.