Willingness to pay for voluntary community-based health insurance: Findings from an exploratory study in the state of Penang, Malaysia

► Despite living in a universal health care system, Malaysian public in Penang prefers VCHI most. ► Voluntary community-based health insurance (VCHI) is potentially a feasible option in a middle income country. ► Certain ethnic group might display a more risk averse attitude that could affect their acceptance of the insurance scheme.