This article analyses the scope for individual adaptation to flood risk in the South of France. We collected data concerning the implementation of individual adaptation measures and the willingness to pay for individual and collective measures in a survey of 418 respondents living in two flood‐prone areas. First, we observed the current level of adaptation and compared the willingness to pay for individual versus collective measures. We then analysed the drivers of implementation and of willingness to pay. We then provide a cost–benefit analysis of individual adaptation.
The survey results show that, despite willingness to pay for reduced risk, few adaptation measures have been implemented. Perceptions of hazards and of damage are important drivers but have different influences: the first favours the implementation of measures; the second increases willingness to pay for measures. Finally, our cost–benefit analysis suggests that completely dry proofing a house up to a height of one metre may not be economically viable. This calls for the promotion of cheaper and more cost‐efficient measures.