This paper analyzes the preferences for reducing the negative impacts of landslides. Negative consequences of landslides include impacts on transport infrastructure, humans, the environment and important societal services. We apply a choice experiment. The analysis is based on 6048 observations from 504 participants in a web panel. The overall finding is that reducing the risk of landslides would have a positive impact on individuals’ utility, and that individuals prioritize preventing negative consequences on human health and safety over maintaining societal services, environmental status, and preventing damages to transport infrastructure, which seems to be least pressing. Results indicate that prioritizations of citizens differ from the prioritizations of public authorities, whose risk assessment model for evaluating the consequences of landslides gives equal weight to the different impacts.