Adaptive behaviors in response to high levels of fine particulate matter: the influence of risk perception and risk communication

With rising levels of fine particulate matter in urban areas, further intensified by climate change, it becomes critical to understand how risk communication influences adaptive behaviors. This study investigates the structural pathways linking risk communication, risk perception, and adaptive behaviors in response to particulate matter exposure, using the Health Belief Model as a theoretical framework. Specifically, this study examines the diversity of risk communication channels – media, government real-time alerts, and social ties – in shaping individuals’ risk perceptions and prompting their adaptive behaviors. The research was conducted in Seoul, South Korea, where air pollution levels are particularly high. The findings demonstrate that among factors shaping risk perception, positive reinforcement, especially highlighting the direct health benefits of adaptive behaviors, was identified as a key motivator for individual adaptive behaviors. Furthermore, social ties play the most significant role in shaping risk perception, followed by media and government alerts. The results suggest that enhancing the quality and frequency of risk communication can improve public health outcomes and increase community resilience to environmental risks.