The main objective of this paper was to study different social, and economic factors affecting peoples’ willingness to pay (WTP) and their attitudes toward the environmental conservation in Tabriz, a metropolitan city being located on north west of the country. The research carried out, consisted of two main parts, namely, the examination of existing environmental, social, and economic conditions of the study area, and the analysis of survey and interview results. The contingent valuation method (CVM) was applied in order to estimate the amount of WTP. The results showed immense amounts of WTP averaging to 4 1400(1) Rails per month per person, and found some interesting factors determining peoples’ participation in environmental conservation.