<p>This study examines the factors affecting household willingness to have children in Iran, focusing on population policies to address demographic imbalances and increase fertility and economic development. This study was qualitative, using a directed content analysis approach, conducted in 2023 as a case study in Yazd Province. Purposive sampling with maximum diversity was used to select participants. Sampling continued until data saturation was reached. The study population included university professors, experts, officials related to fertility issues, and representatives from relevant institutions. Data were collected using an interview form. MAXQDA software was used to analyze data. An inductive approach was used to interpret the data, and Lincoln and Guba criteria were used to ensure the validity and reliability of the study. In this study, 16 experts were interviewed. The themes identified in the study included four main categories: economic factors, structural factors, social factors, and individual factors. These four categories consisted of 11 primary themes (economic conditions, economic incentives, government policies, public services, job pressures, general culture, education, social support, public attitudes, physical and mental health and spiritual health) and 42 sub-themes. The results of this study indicated that although a variety of factors influence low fertility preferences among families, economic problems play the most significant role. Therefore, economic support, especially ensuring stable and secure job conditions, can play a critical role in increasing families' fertility preferences.</p>