Household preferences and willingness to pay (WTP) for freshwater quality improvement in Pakistan’s Swat River Valley

This two-part study investigates household preferences and willingness to pay (WTP) for water quality improvement of the Swat River in Pakistan. First, a four-point Likert scale was used to rank preferences for water quality benefits without using any financial metric. Results show that households have comparatively strong preferences for non-use benefits. Second, a contingent valuation question was designed to determine WTP for adopting a management plan developed exclusively for water quality improvement in the Swat River. The estimated annual mean WTP per household for water quality improvement is $2.40 when donating to an NGO. Generalizing this value to households living in Swat Valley would generate up to $544,000 per year. The present value aggregate benefit for 15 years would be sufficient to cover the present value of aggregate costs to adopt the management plan. A mandatory program that would require paying for the management plan generates half the WTP compared to the voluntary plan, but is still sufficient to cover costs and may be more feasible than a voluntary program because payment is assured.