Estimating Subjective Value of Decreasing Environmental Pollution in Ajichai River, Tabriz Citizens Sight

Today, environmental pollution is one of the most important problems that human is involved with it, because of technological advances and uncontrolled interventions. Despite this because of the difficulty of estimating the environmental impact and its valuation, still, in many large regional, national and international projects, pollution cost is not calculated or be noted transient. In this study, pollution reduction value of Ajichai River in Tabriz and in watercourse within the urban of Mehran River assessed from the perspective of Tabriz citizens. Therefore, 100 households by using random sampling elected and their preferences by Logit model analyzed. The results show that per household in Tabriz pays average monthly amount of 4500 Rials in this watercourse and it is different for citizens with different social and economic characteristics. Also shown that factors as age, sex, income level, family size and education have significant effect on individual Willingness to pay (WTP). According to monthly average WTP for per household and number of 423660 households in province, value of reducing pollution for Ajichai river in this watercourse equal to 22877.64 Millions Rials annually.