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Abstract
This study estimates households’ willingness to pay (WTP) in Can Tho for the implementation of an upstream flood-control embankment scheme in An Giang as a structural measure to reduce downstream flooding. The contingent valuation method is employed to elicit willingness to pay, while Protection Motivation Theory provides the theoretical basis for analyzing psychological and behavioral determinants of households’ responses. The results indicate that households in Can Tho are willing to financially contribute to the upstream flood-control embankment scheme. WTP varies across socioeconomic characteristics, adaptive behavior, and levels of perceived flood vulnerability. These findings suggest that interregional cooperation and benefit-sharing mechanisms, such as payments for watershed services, may enhance the effectiveness of flood risk management. The study provides empirical evidence to support the development of integrated and sustainable flood mitigation strategies in similar delta regions.