<p>This study examines the factors influencing the willingness to pay for fire insurance among adults in Dhaka, Bangladesh, a city vulnerable to frequent fires. A cross-sectional survey was conducted in five neighborhoods prone to fire incidents: Moghbazar, Old Dhaka, Bailey Road, Banani, and others. A total of 436 individuals participated, with questions focusing on sociodemographic factors, fire hazard experiences, knowledge, and attitudes toward fire insurance. Data were analyzed using descriptive statistics, where required. Stepwise and hierarchical ordinal logistic regression were applied. The findings show that 47% of respondents were willing to pay for fire insurance. Key factors influencing willingness included occupation, income, personal experience with fire incidents, and knowledge about fire insurance. Occupation and income were strong predictors, with business occupation and those earning less than BDT 15,000 more likely to consider purchasing fire insurance. Experience with fire-related incidents and perceptions of residential safety also played a significant role. Despite these findings, knowledge gaps about fire insurance were widespread. Many respondents were unaware of its benefits, providers, or terms. Additionally, those who viewed fire insurance companies as unreliable were more inclined to invest. The study emphasizes the need for improved public awareness, trust-building efforts by insurers, and stronger community support for fire insurance schemes. While there are significant barriers to fire insurance uptake, increasing public awareness and addressing trust issues could lead to greater adoption in fire-prone urban areas like Dhaka. This research offers valuable insights and recommendations for improving the accessibility and effectiveness of fire insurance in these regions.</p>