In the present study, applying the DBDC technique, it was tried to measure women’s willingness to pay for breast cancer mammography given the types of information they receive about that screening. The findings can particularly help policymakers understanding the preferences of the women for preventing breast cancer.
Based on the obtained results, women receiving more complete information about mammography were willing to pay less for screening. It might support that the economic value of screening with mammography decline from the viewpoint of women, as they are aware of the not-complete accuracy of mammography tests mainly the possibility of a false positive. Hideo Yasunaga reported the similar finding for the willingness to pay for mass screening for prostate cancer (10). It seems that clinicians, health providers and health consultant should consider all concerns of women while providing them with medical information.
The result of the relationship between the socioeconomic conditions and willingness to pay for mammography screening can differ among different societies due to the differences in norms and structures of each particular society. In the present study, it was revealed that WTP for screening raised with the age of the women. This finding is consistent with some previous evidence (11–13). However, there is existing literature reporting the reverse(14, 15). Women sample in this study aged 35–55 years old. In this specific age range, older women are potentially at higher risk of breast cancer. Therefore, they show more preference for mammography screening due to their own concerns about their health or suggestion of clinicians and health providers.
It was interesting that employed women reveals significantly more WTP for screening. It seems that some women do not take any action to receive mammography services due to economic shortages or/and not being economically dependent. According to the results of the other study, 78.3% of women declared the high cost of mammography as the main reason for not undergoing it (16); It was also found that women obtaining complementary health insurance and employed women express significantly higher value for mammography screening. This result supports the role of insurance coverage on affordability of mammography screening. These results totally convey that promoting ability to pay can convince women for undergoing mammography screening.
As expected, education level of women were significantly associated with more reported WTP for mammography screening. Existing literature support this finding(12, 13, 15) It might address the fact that more educated women assess more awareness and better knowledge of the role of diagnosis services mainly mammography screening in early detection of breast cancer.
The result also suggested the prior experience of breast cancer were positively correlated to the willingness to pay for mammography. This correlation may stem from the fact that women who underwent mammography screening have less fears about screening. Therefore, clinician and health provider can promote mammography screening by help women overcome their fears and concerns about screening procedure.
This study raises a concern; the data sample contains women with good variation in respect to demographic, economic, and health status condition. Still, since, a couple of population women were not willing to participate in the study, we did not access a completely random sample of population women. Therefore, this limitation must be considered when interpreting the results. However, this study had the considerable advantage of addressing how providing women with information about mammography screening could influence their decision about WTP for this helpful diagnostic test.