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Abstract Pathogen transmission through wildlife trade has become a significant One Health issue, but businesses involved in trade can take actions to minimize pathogen spread within and beyond trade networks. Such actions could include an industry‐led clean‐trade certification program whereby retailer costs for enhanced biosecurity and disease‐free product certification are offset by increased prices to consumers. However, we currently know little about the demand for, and value of such a program to consumers. With the case of pet amphibian owners in the United States, we assessed what characteristics make people more likely to demand certified wild animals and how much more in price premium they are willing to pay for such animals. Findings suggested that the demand for pathogen‐free amphibians was driven by the perceived risk of pathogen spillover to wild populations, behavioral control in preventing transmission, and other characteristics related to pet ownership and demographics. On average, respondents were willing to pay $38.65 per animal more for certified pathogen‐free amphibians than non‐certified amphibians. Findings lend support for the viability of an industry‐led clean‐trade program aimed at enhancing animal well‐being, increasing customer satisfaction, and reducing the risk of pathogen transmission within and beyond the pet trade network.