France must meet the daily and annual air quality thresholds established by the World Health Organization. Consequently, there is an urgent need to reinforce public policies to mitigate the risk of mortality associated with air pollution. The concept of the value of a statistical life (VSL) serves as a decision-support tool in the formulation of such policies. The VSL is derived from a contingent valuation survey, which assesses individuals’ willingness to pay (WTP) to reduce the risk of death linked to air pollution, using a representative sample of the French population. This study’s findings indicate that various factors shape the willingness to pay for risk reduction. These include perceived characteristics, such as the temporality and magnitude of pollution-related damages, the level of awareness regarding these harms, and the degree of individual exposure. Personal and behavioural factors, including age, income, place of residence, and the adoption of preventive measures, also play a significant role. The estimated average VSL ranges from €0.085 million to €0.158 million. These results highlight, first and foremost, a widespread public acceptance of measures to mitigate this risk as citizens demonstrate a readiness to contribute financially. Secondly, they underscore the extent to which the French population recognises the economic and societal benefits of public health investments to reduce mortality caused by air pollution. The study suggests stricter air quality standards and economic incentives, such as pollution taxes and subsidies for clean technologies, to reduce mortality risks from air pollution and align government expenditures with societal priorities for health and environmental conservation.
