Do attitudes toward air pollution influence climate change perception? Evidence from online customers in China

Abstract The perception of climate change as an abstract and distant concept hinders climate action. Previous studies suggest that individuals may conflate climate change and local air pollution due to misconceptions, as these environmental issues share similar emission sources and mitigation strategies. However, it remains uncertain whether leveraging the public’s high perception of air pollution can lead to increased climate change awareness and supportive behaviors. In this study, we surveyed 1236 Chinese online customers to explore the influence of air pollution perception on climate change perception and willingness to pay (WTP) for supporting climate actions. Structural equation modeling results revealed that higher air pollution perception, which is connected to an individual’s living environment and health status, is significantly associated with higher climate change perception. Despite this link, higher climate change perception does not necessarily translate to higher WTP for climate actions. However, air pollution perception can indirectly increase WTP for climate actions by fostering avoidance behavior intentions. For practical implications, our findings suggest that an emphasis on the co-benefits of climate change mitigation efforts for improving air quality may help lead to greater policy support and understanding. Additionally, promoting individual behavioral changes requires connecting these issues to personal experiences and highlighting tangible benefits such as improved health and well-being.