The Balkan chamois is an agile mammal of the rocky mountain slopes of the Balkan peninsula. In Greece, its southernmost limit, it exists in six population groups. Illegal hunting and the isolation of populations are the major threats to the species. Therefore, conservation actions, such as the control of illegal hunting and the creation of wildlife corridors are required for securing viable populations. We used an econometric model to estimate the willingness to pay (WTP) for chamois conservation. People from the region of Eastern Macedonia and Thrace participated in our survey. We asked them if they were WTP an annual tax for the next five years for implementing conservation actions for the chamois. Most of the surveyed people stated a considerable WTP that could yield adequate resources for funding relevant conservation actions. We also examined the effects of several factors on WTP. We found that increasing the knowledge about and improving the attitudes toward the species, targeting groups, such as males, those less educated, and who have not seen the species in the wild, through suitable education and outreach programs would increase public support and WTP for the species. Our findings would help successfully implement conservation plans for the chamois.