The methods Discrete Choice Experiments method (CE) and Contingent valuation (CV) are used for the valuation. The results indicate that there is a significant positive willingness to pay for groundwater protection, where the willingness to pay for drinking water quality exceeds that for surface water quality. The value of groundwater protection exceeds that from purification, and this result supports the current Danish groundwater policy and the aim of the Water Framework Directive that aims at a holistic management government of the aquatic environment.