With the exception of surveys conducted after specific water contamination incidents (mostly in the US) and a number of studies measuring households’ perception of water quality in Canada, there is a scarcity of studies on households’ valuation of improved tap water quality in OECD countries. Households can invest in purification systems. Households can also consume bottled water for their drinking needs. Since these are private substitutes for public investments, assessing the factors that encourage the adoption of such private strategies is important for policy design.