“…In this case, when the question is whether s/he would join a scheme that is either offered for free or at a low cost, answering with a ‘Yes’ is expected (hence, a genuine null WTP). By contrast, missing and some WTP values may rather conceal some protest attitude on the part of the respondent vis‐à‐vis at least one of the following: the interview, the policy intervention, the methodology/characteristics of the survey (e.g., the proposed scheme, the public provider, the benefit package), or a strategic behaviour, viz ., free‐riding 16,17,36 . In this case, the respondent alludes to her/his unwillingness‐to‐participate by refusing to join even at a null or a very low cost (hence, a protest answer).…”