"Some authors noted that Willing To Pay-WTP- responses are not really expressions of the economic value attributed to an environmental good, but rather they represent people's attitudes toward the good itself. (Kahneman and Knetsch,1992; Payne et al., 2000). Dealing with environment problems, an issue that needs to be addressed regards people's identification with places. Place identity (Proshansky, 1978) represents that part of social identity that is related to the physical environment in which we were born, live, work, and so forth (see also Twigger, Bonaiuto & Breakwell, 2003 for a recent review). The question is: does patterns of identification with the places influence WTP? The main goal of the present study is to assess whether place identification can play a role in the willingness to contribute for the preservation of a environmental public good in which people identify with. In considering environmental public goods, one of the main issues regards the environmental quality related its preservation or improvement (UNCED, 1992). In particular, awareness of consequences for oneself has proven to predict WTP taxes for environmental protection (Clark, Kotchen & Moore, 2003). A positive correlation was reported between the perceived seriousness of the problem and the WTP, which has proven to be higher for local matters than for more general issues (Kahneman et al.1993). Guagnano, Stern and Dietz (1994) found that behaviour is more likely to be guided by the altruistic normative rule rather than by the self-interest when the problem's consequences have a social impact. For that, social belonging is a further dimension to take into account, including its "spatial-physical" aspects. In other words, the fact that group membership is rooted into a specific place can play a role in shaping behaviours in social situations (Nenci, Carrus, Caddeo, 2004). Participants (N = 200) were residents of an Italian region who filled in a self-report questionnaire related to environmental protection program for beaches which have been usually frequented. The questionnaire include: a) Willingness To Pay (WTP) measured with a simplified Contingent Valuation Method (CVM) to state the largest amount of money that they would be Willing To Pay; b) the New Ecological Paradigm (NEP) scale (Dunlap, Van Liere, Mertig, & Jones, 2000); c) a scale measuring the identification with the place involved in the protection program (Carrus, Bonaiuto & Bonnes, 2005). Results seem to support our hypotheses, since those individuals who strongly identify with the place showed a significant higher WTP than the less identified. Such findings have both theoretical and practical implications."