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 relative importance psychosocial motivators in predicting intentions to engage three different protective behaviors against particulate air pollution. An online survey 1245 South Koreans (Mage = 42.22, 50% male) showed that self-efficacy was strongest predictor self-protective intentions. For those who construed self as independent perceived a higher risk, more important determinant for Self-efficacy exerted less influence on formation behavioral intentions, whom impacted personally. This contributes theoretical extension TPB, addressing specific conditions under which TPB improves its predictive power. also provides practical insights into communicating environmental promoting risk.