Analysis of household water security attributes in Johor: A choice modeling approach

Water security is emerging as a pressing global challenge that directly impacts the lives of billions of people. In Malaysia, this issue is particularly evident in Johor, where problems related to water scarcity and management have become increasingly concerning. The state is experiencing growing difficulties due to aging water infrastructure and frequent pipe bursts, highlighting the urgency of strengthening water security measures. This study aims to explore key aspects of household water security and determine the factors influencing it to support sustainable water management efforts. Additionally, it seeks to estimate households’ willingness to pay (WTP) for improvements in water-related attributes such as pipe bursts, water quantity, reliability, pressure, and pricing. The analysis is based on a Choice Modelling approach using data collected through a questionnaire survey involving 250 respondents. The findings presented are significant and beneficial for water service providers in the development of new projects. Additionally, policymakers can utilize this information to formulate policies that ensure the delivery of efficient services to consumers.