Exploring the role of public risk perceptions on preferences for air quality improvement policies: An integrated choice and latent variable approach

Assessing of public preferences for air quality improvement policies could provide valuable insights for air pollution sustainable governance, where risk perceptions can be regarded as a key determinant of preferences. The objective of this study is to explore the role of public risk perceptions in the context of improved air quality preferences though choice experiment. An integrated choice and latent variable model was proposed to simultaneously explain public risk perceptions of air pollution by observing socio-economic characteristics and to explore how these risk perceptions, in terms of latent variables, link to public preferences for air quality improvement policies. The results suggested that individuals with higher Risk acceptability were less likely than the others to contribute to air quality improvement. Conversely, the higher an individuals’ Risk feeling was, the more likely they were willing to pay for air quality improvement policies. In addition, the results also revealed a positive correlation between Risk feeling and its antecedents: education and income, as well as a negative correlation between Risk acceptability and women. This paper can help design socially optimal policies to improve air quality due to its contribution to exploring the hidden factors behind public decision-making. [Display omitted] •We examined the effect of risk perception on preferences for air quality improvement policies.•An integrated choice and latent variable approach was introduced to analyse public choices.•Four latent variables related to risk perception were incorporated to the choice modelling framework.•Results suggested a negative relationship between risk acceptability and willingness to pay.•More effective air quality improvement policies can be designed when considering risk perception.