The Landslide Risk Perception–Behavior Gap in Loja Province, Southern Ecuador: A Protection Motivation Theory Analysis

Landslides are a recurrent hazard in the Andean region, where steep terrain and intensifying rainfall amplify population exposure. This study analyzed the relationship between landslide risk perception and protective behavior among residents of Loja Province, southern Ecuador—a territory where landslides accounted for 58.12–78.26% of all adverse events recorded between 2024 and 2026—using Protection Motivation Theory (PMT) as the conceptual framework. A cross-sectional survey was administered to 345 adult residents, capturing eight PMT Likert-scale items, prior landslide experience, and eight protective behavior indicators. Data were analyzed in R using reliability analysis, non-parametric group comparisons, Spearman correlations, and multiple linear regression. Results indicated that institutional efficacy (trust in emergency authorities and early warning systems) was the strongest predictor of protective behavior (β = 0.426, p < 0.001), followed by hazard knowledge (β = 0.222, p = 0.019). Perceived severity, community susceptibility, and response efficacy showed significant bivariate associations but negligible unique contributions in the multivariate model. A marked perception–behavior gap was documented: stated behavioral intentions exceeded implemented measures by 40–60 percentage points. Risk perception was higher among men and respondents with prior landslide experience, but prior experience did not independently predict protective behavior. These findings indicate that risk communication in high-exposure Andean settings should prioritize strengthening institutional trust and accessible hazard knowledge over threat-focused messaging alone.