Abstract. Along with the technological developments, products that improve the life quality have become commonplace. Cell phones are one of these products. Some of the radioactive waves produced during the communication of cell phones with base stations are absorbed by tissues in human body and negatively affect human health. SAR (Specific Absorption Value) is the rate with which these waves are absorbed by body tissues. The aim of the present study was to determine factors affecting the willingness of consumers in Tokat Province of Turkey to pay more for low SAR value cell phones using ordered probit analysis. Of the variables used in the model, age of the consumer, average monthly income, sickness feeling during long cell phone calls, awareness of SAR value, double SIM-card phone, use of earphone, level of social responsibility had positive coefficient values and were statistically significant.

Keywords: mobile telephones, mobile communication, specific absorption rate, ordered probit.