The study looked at why people are willing to pay for protecting the environment and reducing emissions. They found that most people are more willing to pay to protect the environment than to reduce emissions. People who understand climate change are more likely to pay for environmental protection. Factors like income, age, education, and where you live also affect how willing you are to pay for environmental protection. The study suggests using modern ways to spread information and offering incentives to encourage people to make environmentally friendly choices.