Mediation effects of online public attention on the relationship between air pollution and precautionary behavior

This study investigates the mediation effects of online public attention on the relationship between air pollution and precautionary behavior based on a merged real-world data set that includes daily air quality, Internet search and media indices, social media discussions, and product purchases. Using a Bayesian structural equation modeling approach, we show that online public attention to air pollution increases when air pollution increases, and such attention is captured by more media reports, social media discussions, and Internet searches. A comprehensive relationship involving direct and indirect effects between air pollution and precautionary behavior is established. Air pollution has a positive effect on proactive defensive behaviors, reflected in increased purchases of preventive products, and this effect is partially mediated by online media coverage and the public's Internet searches. Air pollution also motivates passive defensive behaviors, reflected in decreased purchases of outdoor sports products, and this effect is partially mediated by social media coverage. These results suggest that governments could improve the quality of policy making by considering the different roles of various forms of online public attention in the public's risk perceptions of and reactions to air pollution.