Freshwater resources in coastal areas are under intense pressure from excessive groundwater extraction, which amplifies saltwater intrusion (SWI) into coastal freshwater aquifers, such as in the Mekong Delta. Studies that combine socioenvironmental data and households' psychological factors next to salinity measurement data to design groundwater conservation strategies are rare. In this study, these aspects are combined to explore their influence on the public willingness to conserve groundwater using a Bayesian belief network model. We analyzed 313 household survey data spread over three districts in the coastal province of Tra Vinh, located in the Vietnamese Mekong Delta. The level of salinity is significantly correlated with the willingness to conserve groundwater. The top three socioenvironmental characteristics that influence willingness are the level of salinity, type of employment - i.e., being a farmer - and frequency of being exposed to groundwater or SWI promotional activities. Social norm, i.e., perceived social pressure, is the most influential psychological factor that determines willingness. This study reveals an urgency for the local government to intervene and create social pressure regarding the issue.