As cities across the globe grapple with rising temperatures, understanding public preferences for urban heat mitigation strategies is vital for building climate-resilient, citizen-centred urban environments. This study investigates Singaporean citizens' preferences and willingness to pay (WTP) for five urban heat mitigation measures—covered sidewalks, urban parks, electric vehicles, shaded plazas, and district cooling—across two contrasting districts: the residential neighbourhood of Punggol and the Central Business District (CBD). Based on a survey of 1,870 residents, a representative sample of the population, findings reveal a strong public preference for vegetative solutions, particularly covered sidewalks and urban parks, highlighting the perceived value of green infrastructure in mitigating heat stress. District-level differences emerged, with Punggol residents favouring shaded plazas and CBD respondents prioritizing district cooling, reflecting diverse urban needs and demographic profiles.
Beyond economic valuation, the study demonstrates how psychological and behavioural factors—including risk awareness, attitudes towards mitigation, outdoor preferences, and perceived benefits—shape willingness to invest in adaptation. WTP analysis revealed broad financial support across all five strategies, with the highest WTP observed for electric vehicles in Punggol and shaded plazas in the CBD. An extrapolated estimate suggests a potential annual societal WTP of SGD $102.8 million, underscoring the population's readiness to act on climate challenges.
By linking socio-demographic, psychological, and behavioural predictors to public valuation, this research highlights the psychological underpinnings of environmental decision-making. It provides critical insights for policymakers, advocating for a blended, place-based approach that combines nature-based and technological solutions, while emphasizing the importance of participatory planning. In doing so, it contributes to emerging interdisciplinary work at the nexus of psychology, economics, and urban design, while fostering trust, responsibility, and shared hope in the collective pursuit of equitable, adaptive, and sustainable cities.