Some recent institutional reforms in different countries introduced incentives to develop individual preventive care attitudes and a new health insurance market design where private insurers invests in preventive action for their customers. In that way, the National Inter professional Agreement that was established since 2016 between insurance companies and private firms in France, generated new forms of private health insurance contract’s that includes a free offer of preventive care services for their policyholders. The success of this kind of health preventive action depends on the decision of the policyholders to participate. The purpose of the paper is precisely to evaluate the determinants of the individual’s participation to this kind of health preventive program using individual data’s from an original survey realized by an insurance company to its customers.