The willingness of Malaysian household to pay for prevent rivers pollution in Cameron Highlands

This study attempts to identify the willingness of households to pay to improve the quality of the river in Cameron Highland. A total 200 suitable respondents were collected for this study. The objective is 1) to identify the demographics of a household, 2) to evaluate the willingness of Malaysian households to pay to prevent river pollution 3) to investigate the level of awareness among Malaysian households regarding river preservation and 4) to assess respondents' satisfaction with river pollution in Cameron Highland. Contingent Valuation Method (CVM) technique was used in this study where the single-bounded dichotomous choice was used to determine the willingness to pay. MARIT, INCOME, AGE and EDU have a positive sign because respondent believe that education, marriage and income is one of major factor that impact the WTP to improve the quality of rivers when respondent’s incomes are greater and more likely to be paid. GEN, OCU and FMLY have negative sign. The coefficient of LBD is strongly negative, as would be predicted. It is calculated that the mean WTP is 6.40 RM. When this is multiplied by the entire number of people who responded to the survey, an estimate of the total WTP for the pollutant may be derived. Finally, this study yields several recommendations to prevent river pollution in Cameron Highlands.