Zhengtao Li
University of Groningen, the Netherlands

This paper develops a Perception-Based Averting Behavior Model (PABM) to study the Jinchuan residents’ response to health risks caused by air pollution. The results indicate that perceived health risk and ability are the most important determinants of averting behavior. Moreover, perceived health risk is significantly impacted by environmental knowledge, family health experience, distance to pollution source and family size. In addition, environmental knowledge is related to age, work environment and ability. On the basis of our findings, we conclude that improving air quality contributes to a decrease of Jinchuan residents’ averting cost (both in monetary and time terms). Disclosing information on air quality is important for Jinchuan residents to take risk reducing actions. Therefore, policymakers should pay attention to reducing citizens’ perceived health risk level of air pollution rather than restricting themselves to improving air quality only.