Willingness to pay for improved safe drinking water in a coastal urban area in Bangladesh

Discontentment with a piped supply system of drinking water has become a significant concern in Bangladesh's urban areas in recent years, necessitating the improvement of different aspects of the system in question. Therefore, by conducting a discrete choice experiment on 115 households out of a systematically selected 161 households, this study aims to estimate the willingness to pay (WTP) for an improved safe drinking water supply by considering the trade-offs made by urban dwellers for the proposed improvements to an existing water supply system in the Khulna City Corporation (KCC) area of Bangladesh. The primary results show that the total WTP of households is estimated at BDT 243.6 (≈US$ 2.87) per month, implying that respondents are ready to pay for improvements to the water supply attributes of water quality, regularity of supply, water pressure in taps, and filtering. A revenue stream for an improved water supply system is also being developed, suggesting that investment in improving the system would be a ‘no-regret’ decision and economically sustainable. Highlights This study presents the estimation of willingness to pay (WTP) for pure drinking water supply in a coastal urban area in Bangladesh.; This study deployed a choice experiment method to estimate urban dwellers’ WTP for safe drinking water supply.; We also present a revenue stream of supplying pure drinking water denoting that investment in supply system development would be a ‘no-regret’ decision.