The Danish public's willingness to forego private consumption in order to obtain improved health care services was investigated using conjoint analysis. The survey was undertaken in the year 1999. 1865 respondents participated in face-to-face interviews and were presented with pair wise choices of different future health care systems. Openness towards the introduction of user charges to a smaller degree demonstrated willingness to compromise relative equity in access to health care in order to avoid a tax increase. Willingness-to-pay for quality attributes lie in the range 780-2350 DKK ($89-$267) if paid by increasing maximum user charges, and in the 0-1220 DKK ($0-$139) bracket, when financed by increased income taxes.