The research identifies the perception and willingness to pay for improving the air quality of people in Can Tho city. The interesting point of the study is that the awareness level of people in both inner and outer suburbs is relatively high, and the proportion willing to pay does not differ much (68% and 58%). However, the willingness to pay in the suburbs is only half that of the inner city (33,000 VND/month and 72,000 VND/month). The determinants of the willingness to pay in the suburbs include the number of family members and the influence of people around. In the inner city, these determinants include income, perceived air quality (AQI indicator), education level, participation in outdoor exercise, and the other s willingness to pay. The study suggests that policies should focus on reducing private vehicles, improving the quality of public transport and people's awareness of the harmful effects of air pollution.