Preference for rural living environment improvement initiatives in China

Abstract The Chinese government has launched the Rural Living Environment Improvement Initiative (RLEII) to solve the poor living conditions in rural areas. The initiative enhances rural greenery; provides sanitary toilets; and promotes proper disposal of animal manure, sewage, and household waste in rural areas. We collected data using in‐person interviews with 938 rural residents in Xinjiang, China, to elicit their preference, preference intensity, and preference heterogeneity for RLEII. Results indicated that rural residents prefer to see shortcomings of the RLEII addressed. Rural greening construction is identified with the highest preference intensity. We also find significant heterogeneity in rural residents' preferences for each attribute of RLEII. The preference heterogeneity is rooted in the region's economic condition (poor vs. nonpoor region). It is essential to understand rural residents' choice for rural public goods supply and to respect their preference intensity, sequence, and heterogeneity for RLEII to enhance the implementation performance. We discuss the implications of these findings.