Abstract
Background: Understanding the value and willingness to pay (WTP) for services is crucial for decision- making. Objectives: This study aimed to measure the level and factors affecting households’ WTP for dental services using the double- bounded dichotomous choice approach. Methods: This cross- sectional study collected data through a questionnaire- based interview with 300 households in the city of Tabriz, Iran, in 2019. The double- bounded dichotomous choice approach was used to estimate WTP, and factors related to WTP were calculated using an internal regression model, and data were analyzed using Stata 14. Results: The households’ mean WTP for fissure sealant, fluoride therapy, scaling, and removable orthodontics were $8.96, $4.36, $16.00, and $47.38, respectively. Household income, education level, age, regular dental visits, and having elderly people in the family were found to be factors affecting WTP for dental services. Conclusions: The study found that household income was a significant factor affecting WTP for dental services. Not using dental services is often due to low household income and high service prices. Therefore, policymakers should consider setting dental service prices based on income levels to ensure access to services for all income groups.