Seeking for Your Own Sake: Chinese Citizens’ Motivations for Information Seeking About Air Pollution

Based on data from a Qualtrics panel, this study examines Chinese citizens’ motivations for information seeking about air pollution. Results from structural equation modelling indicate that information insufficiency, negative affect, attitudes toward seeking, and perceived information gathering capacity are positively related to information seeking. Informational subjective norms, however, were not significantly related to information seeking. Further, participants with more knowledge and higher risk perception were more likely to desire more information about air pollution. These results suggest that communication campaigns should highlight individuals’ personal risks and self-efficacy to encourage greater information seeking about air pollution among Chinese citizens. Emotional appeal may serve as an effective strategy as well.