Preferences and Willingness to Pay for Physical Activity: A Discrete Choice Experiment Study

Background This study aimed to measure office workers’ preferences and willingness to pay (WTP) for physical activity (PA) interventions using a discrete choice experiment (DCE) approach. Methods The study employed a cross-sectional quantitative design using a DCE approach. Choice sets about the main factors that might affect PA were formulated through a rapid review, semi-structured interviews, expert scoring, and validation by an expert panel. Data collection was carried out via face-to-face interviews with 620 participants, using a comprehensive questionnaire that included choice sets, demographic questions, and PA levels. Preferences and WTP were analyzed based on random utility theory, applying conditional logit and mixed logit regression models. Data analysis was performed using Excel 2016 and STATA 17 software. Results Cost was the dominant factor scenario selection (p < 0.01). Swimming (OR = 1.72), walking/running (OR = 1.51), and cycling (OR = 1.14) were preferred over ball-based PA (p < 0.05). Exercising away from home/work was less preferred (OR = 0.66, p < 0.05). As cost increased, the probability of selecting a scenario declined (p < 0.05). Exercising with family (OR = 1.6) and friends (OR = 1.4) preferred over alone, while exercising with colleagues were less preferred (OR = 0.71, p < 0.05). Weekend (OR = 1.31) and evening (OR = 1.14) PA were favored over morning (p < 0.05)"Free" and "21$" had the highest and lowest probability of choice among all PA levels, respectively. Regarding aggregated WTP, PA WTP was higher among individuals with greater income, younger age, single marital status, and female gender. Gender, education level, marital status, income, income satisfaction, and WTP each played a role in shaping PA preferences. Conclusions This study highlights how PA attributes along with their corresponding levels and scenarios, influence PA preferences and WTP. These findings provide valuable insights for developing effective interventions and policies to promote PA.