Public risk perception and willingness to mitigate climate change: city smog as an example

Climate change harms people’s health and ecosystems. Encouraging the public to adopt behaviors that help to combat climate change can, at the same time, contribute to efforts to control and solve related serious environmental problems. This study aims to ascertain the way in which the public perceives risks related to climate change and adopts behaviors to respond to the issue. Using city smog as an example, this study proposes a conceptual model that integrates the theory of planned behavior (TPB), smog knowledge and risk perception. It aims to elucidate determinants of smog-reduction behavior. Data were obtained through questionnaire surveys. The results confirm the relationships among the core variables of the TPB and risk perception. Firstly, they confirm that TPB is an effective model for predicting responses to city smog, and secondly, they show that risk perception is significantly positive in predicting attitude and behavioral intention. In addition, our analysis confirms that knowledge about smog is a positive antecedent variable in risk perception, attitude, and perceived behavioral control. The paper contributes to the extension of the TPB model and to the enrichment of its application in the context of city smog. It also has practical implications both for people experiencing city smog, and for authorities such as local governments and environmental organizations. Governments and organizations need to make efforts to spread information concerning the harmful effects of city smog, because in doing so they can strengthen people’s intention to participate in smog-reduction behavior.