Background: Punjab has emerged as one of the regions in India with a disproportionately high burden of cancer; however, limited attention has been given to how young adults in this region perceive their personal risk. University students represent a critical group for early prevention, but their levels of awareness and perceived susceptibility remain unclear. Objectives: This study assessed cancer awareness and risk perception among tertiary-level students in Punjab and examined differences across key sociodemographic factors, including gender and financial status. Methods: A cross-sectional survey was conducted among 601 students from six districts in Punjab using a structured, self-administered questionnaire. The instrument assesses awareness of cancer symptoms, risk factors, and screening, as well as risk perception across deliberative, affective, and experiential domains. Data were analyzed using descriptive statistics, independent samples t-tests, and one-way analysis of variance with Bonferroni post-hoc comparisons. Results: Students demonstrated moderate cancer awareness (M = 13.87, SD = 4.26), but risk perception remained low across all three domains. Female students reported significantly higher awareness and risk perception than male students (p < .05). Significant differences were also observed between the financial status groups. Students in the middle- and higher-income groups demonstrated the highest levels of awareness and health-promoting behaviors, whereas those in the highest-income group reported lower perceived risk. Stigma levels were higher among relatively advantaged groups, indicating a complex and non-linear relationship between financial status and cancer-related outcome. Conclusion: The findings highlight a clear disconnect between awareness and perceived personal risk of developing skin cancer. Improving knowledge alone is unlikely to produce meaningful behavioral changes. There is a need for culturally sensitive and emotionally engaging interventions that enhance personal relevance and promote preventive action among young adults in high-burden regions, such as Punjab. Keywords: Cancer awareness, risk perception, university students, Punjab, socioeconomic status, prevention, youth health, behavioral health
Elliason et al. (Thu,) studied this question.