The northern white-breasted hedgehog (Erinaceus roumanicus) is a charismatic insectivore mammal threatened by habitat loss, the use of biocides, and collisions with vehicles. We aimed at valorizing hedgehog conservation through the contingent valuation method for estimating the proportion and the amount of willingness to pay (WTP) and the effects of cognitions and sociodemographic characteristics on WTP. We collected data through interviews with 704 residents of four administrative regions of northern Greece. Binary logistic regression and Welsh–Poe interval regression were used for estimating the effects of predictors on the proportion and mean WTP, respectively. Most participants (58.2%) were WTP a mean of EUR 31.7 for hedgehog conservation, totaling EUR 21.9 million annually when projected to the population. Positive attitudes, mutualism wildlife orientations, intention to participate in hedgehog conservation actions, and participation in consumptive and non-consumptive wildlife-related recreational activities increased WTP. Highly educated females, with high income and a pet were more WTP than less educated males, with low income and without a pet. Findings provided necessary information to managers about the value of hedgehog conservation, the potential for raising required funds and the differences in WTP among and within public groups.