Abstract
It is known that the economic value of environmental quality will be divided roughly into “Use Value” and “Non-use Value”. The purpose of this paper is to examine the quantitive measurement possibility by formulizing theoretically the factor, especially paying attention to altruism and analysis the effect for non-use value. In order to grasp an altruistic motive from observable data in a market in this paper, after expressing environmental preservation action and formulizing the consumer behaviorbased on altruistic utility theory.
