River water management is challenging not only since they are open systems with changing physical structures, but also because the water values are mostly unknown over varied sectors. If policymakers grasp water values, water management will be more efficient. This research intends to examine the values of water in agriculture, which receives the most substantial portion of water resources, with the values of water in the environment in Isfahan located in the Zayandehrood River basin of Iran. The consequences of contingent valuation and production function methods revealed that per cubic metre value of water is 13 times higher in the environment than agriculture. The government should reconsider the higher value of the environment despite it is a non‐market value. The contingent valuation model additionally proved that women exhibited 21% more willingness to pay than men in order to protect the environment; however, they are paid less by 36%.