Does user-generated content increase the valuation of urban green space? Evidence from China

Urban green spaces provide essential ecosystem services and recreational benefits, yet their valuation remains complex due to their non-market nature. While the environmental valuation studies consistently demonstrate strong public support for urban green spaces, little research has explored the influence of digital engagement on such valuations. This study integrates user-generated content into a discrete choice experiment framework to examine how digital social signals shape residents’ preferences for urban parks. User-generated content affects willingness to pay through three pathways: 1) informational content enhancing awareness of park attributes, 2) emotional content fostering affective attachment, and 3) community-building content signaling collective endorsement and social proof. A discrete choice experiment conducted in a peri-urban area of Beijing revealed that respondents assign higher utility to parks with user-generated content, particularly those featuring strong community engagement. Mixed logit model results indicate that community-oriented user-generated content has the largest effect on willingness to pay, followed by emotional content. Our findings suggest that digital engagement not only informs but also constructs environmental preferences, offering new insights for ecological economics. Policymakers could leverage social media strategies to strengthen public support for urban sustainability initiatives, reinforcing the role of social influence in environmental valuation.