The purpose of this paper is to evaluate the introduction of health promotion projects by willingness to pay (WTP). The evaluation was conducted on metabolic syndrome users of a community-based sports club. When introducing a project, measuring project expectations of the users in advance brought about effective information for a project plan. The expectation for the project presented the scenario which built six projects virtually, and was measured by making a club user determine the additional charge of a project. A questionnaire was performed for 283 users of a community-based sports club in Tokushima.
WTP was asked in a debit-card formula, and direct payment was not asked. A payment-consent rate was calculated by dividing the number of users who paid for a project scenario and gave consent from the sample total. The distribution is assumed to be the effective Weibull distribution function of a payment-consent rate. It applies regression analysis and presumes results using a least-squares method. The consent rate computes the median of the WTP corresponding to 0.5 using the obtained payment-consent rate curve. The analysis is advanced using this value.
As a result, the WTP for an obesity improvement program was higher than the WTP to purchase a training machine and the cost of training staff. In the WTP for an obesity improvement program or staff training, a specialized coach received a higher evaluation than no coach. The results were clearly influenced by the following 4 factors, 1) a woman client, 2) the life based on seating positions, 3) exercise for health, and 4) a high comprehensive evaluation of club activities. In a project for the health promotion of residents, it is important to estimate the project by evaluation of residents before establishing the health promotion program.
JEL classification: I12, I38, L83