This study consider effect of determining factor of preference of Irrigation Water Wheels (IWWs) on determining factor of participating motive of conservation action for IWWs. According to questionnaire, Group1 evaluates both preference and participating motive affirmatively, and Group2 evaluates preference affirmatively but participating motive evaluates negatively. The relationship preference to participating motive can explain in this model which integrated psychology process model with evaluation structure model. In Group1, many of determinants of preference influenced the determinant of motive. In both groups, judgment that IWWs has ‘Regionality’ affected both preference and motive.