To explore the factors that influence respondents’ willingness to pay (WTP) for the risk reduction of chemical industry accidents, a questionnaire survey combined with contingent valuation and psychometric paradigm methods were conducted in the city of Yancheng, Jiangsu Province, China. Both traditional socioeconomic variables and perceived characteristics of the hazards were considered in this study, and a Tobit model was used to find the factors influencing WTP under three risk reduction scenarios. The results showed that three demographic characteristics, , , and , significantly affected the WTP for chemical risk reduction. In addition, three extracted public risk perception factors, , , and , also strongly affected the WTP. The mean WTP value increased as the magnitude of the risk reduction increased. The number of factors influencing the WTP decreased as the reduction level improved, and only the factor had a significant influence on the WTP for a higher level (80%) of risk reduction. The cost for chemical safety management of Yancheng was calculated, and the optimized risk reduction level was determined. These findings can assist governments and policy makers to formulate suitable strategies for risk control, to reach target groups of people to develop effective communication, and to provide specific references for the best investment for the security of local residents.