This study used double-bounded dichotomous-choice to estimate and analyze the factors affecting households’ willingness to pay (WTP) for water quality improvement. This study notes that households with higher income, living near polluted water source, using tap water instead of natural water, who are handicraft producers, and who have more members are willing to pay more. However, households who rarely hear about environmental pollution issues and who are offered a higher bid are more likely to refuse to pay. Solutions to improve water quality are suggested such as to raise people's awareness through communication channels and social organizations; to increase income associated with environmental protection policies; to construct wastewater treatment plants; to encourage the relocation of production establishments to industrial parks and industrial complexes; to put regulations on collection, payment and sanctions in case of not declaring and paying fees into village conventions; to promulgate circulars, and bylaws to concretize and simplify regulations and policies of the Government, Ministry of Natural Resources and Environment.

The concept of artisanal products has been largely discussed mainly due to concerns about the inappropriate use of the term that may cause confusion for the consumers. Cheeses are important food models to evaluate consumers’ and producers’ perception about artisanal foods worldwide. Thus, the objective of the present study was to evaluate the perception of consumers and cheesemakers towards artisan foods, focusing on artisanal cheeses. For this purpose, two focus group were performed either with cheese producers and with consumers to discuss the topic. Colonial and Serrano cheeses, traditional and cultural dairy products in Brazil, were used as food model for the discussion. Producers and consumers related artisan foods to small scale of production, handicraft and freshness. Affective memories were also an important issue related to artisanal cheeses. For cheesemakers, artisan cheeses must be produced with unpasteurized milk, which was not cited by consumers. Consumers disclosed the intention of pay a premium price for food products that present artisan seals on front-package-label, mainly due to the guarantee of acquiring a quality product. The confusion about artisanal and traditional food concepts were observed, which is a subject to be deeply evaluated further. The findings provide useful implications to policy makers and institutions that can influence citizens’ attitudes and consumption patterns of artisanal products.