This study provides a quantitative assessment of the willingness to pay to avoid water use restrictions taking into account psychological, attitudinal and behavioural influences. We analyse determinants of households’ willingness to pay to ensure a continuous water supply in Brisbane, Australia. The results show that in addition to socio-economic variables, attitudinal and behavioural factors—including values, norms, and beliefs—influence residents’ valuation. They also underscore the importance of accounting for socio-economic variables and pertinent psychological and behavioural aspects when implementing policies to manage and conserve urban water.
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