University Of Tehran Press Pollution 2383-451X 11 4 2025 10 01 Socioeconomic Characteristics, Environmental Awareness and Willingness to Pay for Quieter Transport: A Comparative Study of four Cities in Central Ecuador 1321 1337 103803 10.22059/poll.2025.390492.2799 EN Estefanía Altamirano-Freire Faculty of Food Engineering and Biotechnology, Technical University of Ambato, Av. Los Chasquis and Río Payamino 180104, Ambato, Ecuador Carlos Moreno-Miranda Faculty of Food Engineering and Biotechnology, Technical University of Ambato, Av. Los Chasquis and Río Payamino 180104, Ambato, Ecuador Environmental Economics Group, Wageningen University & Research, Hollandseweg 1, 6706 KN, Wageningen, The Netherlands Research and Development Directorate, Faculty of Science and Engineering in Food and Biotechnology, Universidad Técnica de Ambato, Av. Los Chasquis and Río Payamino 180104, Ambato, Ecuador Journal Article 2025 02 13 Urbanization and increased reliance on motorized transport have exacerbated noise pollution. While the economic value of noise abatement is established, research on public preferences for noise reduction in urban bus transport remains limited. This study addresses this gap by analyzing the willingness to pay (WTP) for quieter bus transport among residents in four Ecuadorian cities: Ambato, Baños, Riobamba, and Latacunga, each with distinct urban characteristics. Using a logistic regression analysis of 402 respondents, the study identified key socioeconomic and noise perception factors influencing WTP. Results show that a significant portion of residents are willing to pay for quieter buses, with WTP varying significantly across cities (F=504.12, p<0.001). Ambato, the most urbanized city, exhibited the highest WTP (mean WTP of 34, compared to 22-27 in other cities) and highest noise exposure (intensity 4.6, frequency 25.5). Logit regression revealed that age significantly influenced WTP (OR = 1.11, p < 0.05), with younger residents more inclined to pay. Similarly, higher education levels significantly increased WTP (OR = 0.591, p < 0.01). Income also positively influenced WTP (OR = 1.109, p < 0.05). Longer residence (OR = 0.622, p < 0.01) and higher environmental awareness (OR = 0.547, p < 0.01) were associated with lower WTP, while increased noise exposure intensity (OR = 1.058, p < 0.01) and frequency (OR = 1.175, p < 0.01) positively impacted WTP. These findings offer critical data for urban planners and policymakers, guiding the implementation of targeted noise mitigation strategies such as quieter bus adoption, optimized route planning, and noise barriers, tailored to specific urban contexts and resident characteristics. https://jpoll.ut.ac.ir/article_103803_ef2bac2c2bebe7404943a43d8efd466c.pdf