Exploring preference and willingness for rural water pollution control: A choice experiment approach incorporating extended theory of planned behaviour.

Rural water pollution control (RWPC) is a crucial issue for developing countries, particularly because of its importance for improving ecosystems, promoting sustainable development, and ultimately contributing to the health and well-being of individuals. This study adopted a choice experiment (CE) to explore farmers' preference and willingness for RWPC and to investigate whether socioeconomic and psychosocial factors can explain differences in farmers' preferences and values governing RWPC. The theory of planned behaviour (TPB) and some additional constructs (risk perception, knowledge, moral norms, and subjective norms) were included in an empirical test that predicts stated choices.