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Following the economic theory of averting behaviour, this thesis examines preferences for drinking water in Canada. Probabilistic mortality risk perceptions and other perceived water quality measures are included in econometric models of choice, and assessed for their impact, and value. The perceived risk variable is tested for adherence to the theoretical prediction of proportionality in risk reduction values. Data were gathered through an online survey where individuals reported water quality perceptions, mortality risk perceptions and expenditures on drinking water. Risk perceptions were gathered using a risk ladder. Resulting models suggested the existence of two classes within the Canadian population. A risk-sensitive class produced a significant coefficient on the perceived mortality risk variable. A second, risk-insensitive, non-compensatory class did not produce a significant risk coefficient, and analysis suggests that these individuals primarily consume tap water. Contrary to theoretical predictions, tests for proportionality suggest favourability of models with non-linear coefficients on risk variables. / Agricultural and Resources Economics