Determinants of intentions and behaviors in disaster prevention and preparedness: Insights from the Lua ethnic community in landslide-prone areas of northern Thailand

For more than three decades, the paradigm of disaster management has emphasized the importance of public participation in preparedness processes, particularly encouraging individuals to respond proactively to disaster risks. Although this concept has long been recognized in academic and policy discourse, a key challenge is identifying the factors supporting individual disaster preparedness behaviors. This study utilized a mixed-methods research approach with an embedded design to investigate this issue. It examined the impact of psychological, social, institutional, economic, environmental, and physical factors and educational and cultural influences on individuals’ intentions and behaviors regarding landslide disaster preparedness. The study area was the Lua community in northern Thailand, an ethnic minority group considered socially vulnerable to the impacts of landslide disasters due to spatial constraints and complex demographic characteristics. The findings revealed that all six determinants significantly influenced individuals’ intentions and preparedness behaviors. Within these broad categories, several key sub-factors emerged, including social norms, self-efficacy or perceived behavioral control, economic security, education and training, policies promoting public awareness, and land use concepts. These sub-factors were identified as critical supportive elements. Furthermore, the qualitative component of the study revealed that the roles and activities of various organizations also shape the influence of these determinants on individual intentions and behaviors. These organizations actively engaged with communities to promote disaster preparedness, and their initiatives contributed to developing positive, accurate attitudes toward disaster readiness among community members.