This research concerns the role of local identity and environmental attitudes in predicting people’s Willingness To Pay (WTP) for the conservation and/or the improvement of an environmental common good, i.e. the beaches included in participants’ town of residence. Within a psychosocial view, WTP is not an expression of the economic value attributed to an environmental good, but rather a measure of people’s attitudes toward the good itself (Ritov & Kahneman, 1997). Different contexts as well as different frame conditions can affect WTP responses, which can be ruled by social norms, where the value of one’s own effort is weighted in relation to the number of other people involved (Green et al., 1994). This contribution will focus on the relationships between WTP and psychosocial dimensions such as identification with the town of residence and attitudes toward the beaches included into such town. Outcomes of a survey study carried out with residents in three towns (which include a waterfront part) of Sardinia showed that local identification plays the role of moderator factor between attitudes toward the beaches and willingness to contribute for the preservation of them.