By using risk-adjusted price signals to transfer responsibility for property-level flood protection and recovery from govemments to property owners,flood insurance represents a key tenet of the flood risk manage-ment (FRM) paradigm.The Government of Canada has worked with insurers to introduce flood insurance for the first time as a part of a broader shift towards FRM to limit the growing costs of flooding.The viability of flood insurance in Canada,however,has been questioned by research that disputes the utility of purchasing coverage by property owners.This study tested this assumption by drawing on public opinion survey data to assess factors that influence decisions about the utility of insurance.The findings reveal that Canadians have limited knowledge of flood insurance coverage,exhibit a low willingness-to-pay for both insurance and property-level flood protection measures,and expect governments to shoulder much of the financial burden of flood recovery through disaster assistance.