| Summary: | This study aimed to investigate the factors of the willingness-to-pay for smoking cessation treatments, such as nicotine patch, bupropion and varenicline, among Malaysians. The study was conducted using primary sourced data collected from smokers aged 18 years old and above in the state of Selangor, Malaysia. The willingness-to-pay was elicited by using the contingent valuation method and questionnaires, which were designed based on the double bounded dichotomous choice (DB-DC) format. Data analysis was performed using logistic regression and the predictive model was formed using stepwise procedures. The results of this study revealed that the main factors regarding the willingness-to-pay, for all three of the treatments examined, were income level, the awareness of the treatment, the smoker having previously tried to quit smoking and health issues due to smoking. Besides, the relationship between the willingness-to-pay and these factors was also established. The finding of this study could provide better insight for policy-makers to target specific cessation treatments and eventually to improve current smoking cessation policies.
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