There is an urgent need to develop an urban rainwater drainage system in cities that have been facing flooding due to heavy rainfall events. In Japan, many municipalities have provided financial support for installing household‐level rainwater infiltration and harvesting facilities. However, the use of domestic installations is still limited. This study used the contingent valuation method (CVM) to investigate household preferences for rainwater tanks and a rainwater infiltration inlet (RII) in Yokohama, Japan, and examine the factors influencing the respondents' willingness to pay (WTP). We found that public perceptions of these systems have remained low. The mean WTP was US$265 and US$274 per unit for RII and a rainwater tank, respectively. When compared with the actual market price, the WTP results indicate that respondents had a high interest in these systems. Moreover, income, the experience of flooding and environmentally conscious behaviour were the main affecting factors.