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Increasing the number of visitors is becoming a business opportunity for local sellers in the area of heritage tourism.However, the surge in tourists and local sellers has led to a rise in waste production.The adoption of a circular economy by these local sellers could effectively address these adverse consequences.This study aims to determine the average value and factors that influence willingness to pay (WTP) local sellers for waste retribution in the Borobudur Temple area to implement a circular economy.Data was collected through interviews and observations with 117 local sellers and then analyzed using the contingent valuation method (CVM) and mosaic display orange data mining.The result obtained in this study is that the value of environmental awareness calculated through WTP of waste retribution is IDR 13.500 (USD 0.86), greater than the cost of regional retribution regulated in regional regulations, which is IDR 10.000 (USD 0.64).The amount is influenced by age, length of education, income, and knowledge of circular economy implementation.
Ratnadewati et al. (Tue,) studied this question.
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