Protective Behaviors Against Particulate Air Pollution: Self-construal, Risk Perception, and Direct Experience in the Theory of Planned Behavior

Guided by the theory of planned behavior (TPB), this study examines how self-construal, risk perception, and direct experience change the relative importance of psychosocial motivators in predicting intentions to engage in three different protective behaviors against particulate air pollution. An on...

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Bibliographic Details
Published in:Environmental communication 2021-11, Vol.15 (8), p.1092-1108
Main Authors: Kim, Hye Kyung, Kim, Yungwook
Format: Article
Language:English
Subjects:
Particulate air pollution
protective behavior
risk perception
self-construal
theory of planned behavior
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Summary:Guided by the theory of planned behavior (TPB), this study examines how self-construal, risk perception, and direct experience change the relative importance of psychosocial motivators in predicting intentions to engage in three different protective behaviors against particulate air pollution. An online survey of 1245 South Koreans (M age  = 42.22, 50% male) showed that self-efficacy was the strongest predictor of self-protective intentions. For those who construed the self as independent and perceived a higher risk, self-efficacy was a more important determinant for protective intentions. Self-efficacy exerted less influence on the formation of behavioral intentions, for those whom risk impacted personally. This study contributes to the theoretical extension of the TPB, by addressing specific conditions under which the TPB improves its predictive power. This study also provides practical insights into communicating environmental risk and promoting self-protective behaviors against the risk.
ISSN:1752-4032
1752-4040
DOI:10.1080/17524032.2021.1944891