This study uses data from direct interviews with 400 respondents who are residents of three big cities in the Mekong River Delta, including Can Tho City (Type 1 City), Long Xuyen City (Type 2 City), and Ca Mau City (Type 3 City) to evaluate the awareness and willingness to pay for solid waste management services in these regions. The Choice Modeling approach is employed and is expected to contribute as a new approach in the field of willingness to pay for solid waste in Vietnam. Results reveal that people are interested in the percentage of recycled domestic solid waste and reduced CO₂ rate. In specific, the attribute that reduces the amount of CO₂ is more concerned (the marginal willingness to pay for this attribute is twice the marginal willingness to pay for the attribute that increases the recycling rate). This result also indicates a positive sign for the implementation of the quality improvement of solid waste management services because the willingness to pay for the program's attributes is higher than the current fee of about 26,500 VND/month/month for households or 79,500 VND/year/person. The research results also show that one of the factors that increase people's willingness to pay is the percentage of solid waste recycled.