Background: Many researches have shown that insecticide treated bed nets (ITNs) are the mostrncost effective way of preventing malaria and WHO roll back malaria program emphasizes the usernof ITNs as one of the key malaria control measures.rnObjectives: To evaluate the ability and willingness to pay for ITN in the rural community,rnasses ITNâ€™s utilization and influencing factors in Arbaminch Zuria District.rnMethodology: This study was a quantitative cross- sectional community based study in randomlyrnselected malarious kebeles of Arbaminch zuria district of GammoGofa zone, SNNPR. Four ruralrnKebeles were selected using simple random sampling from the district. The study tool was a pretestedrninterview administered structured questionnaire. A total of 982 head of households wererninterviewed. To assess willingness to pay, contingent valuation using binary with follow-uprnmethod was used.rnResult: The mean number of net per household was 0.6 and for those who possess at least onernbed net, the mean number of individuals per net was 4.9. One hundred and eighty five (21.8%) ofrnthe total under-fives slept under a net the previous night. Around 86 % of the respondents werernwilling to buy ITN if supplied by the market. The average maximum WTP for a blue conical ITNrnwas 26.2 ETB, for a white conical ITN was 25.7ETB and that of a blue rectangular ITN wasrn13.6ETB. The communityâ€™s willingness to pay is found to be affected by socio-economic factors,rnperceived benefit of ITN, previous source of bed net and characteristics of the bed net.rnRecommendations: To design proper IEC techniques on malaria. To utilize the availablerncommunityâ€™s willingness to purchase ITNs, on some group of population to assist the freerndistribution for those who deserve and make the supply sustainable. To increase the bed netrncoverage per house-hold and the proportion of vulnerable who utilize bed nets.