Examining Patterns of Air Quality Perception: A Cluster Analysis for Southern Chilean Cities

• Published in: SAGE open Vol. 9; no. 3
• Main Authors: Boso, Àlex, Álvarez, Boris, Oltra, Christian, Hofflinger, Álvaro, Vallejos-Romero, Arturo, Garrido, Jaime
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01-07-2019; SAGE Publishing
• Subjects: air pollution; air quality perception; audience segmentation; social marketing
• ISSN: 2158-2440; 2158-2440
• DOI: 10.1177/2158244019863563

Various medium-sized cities in southern Chile are saturated by air pollution caused by woodsmoke. In this study, we developed a segmentation model to assess the public’s perceptions, understanding of health risks and emotional responses to poor air quality. To date, this is the first segmentation model dealing with public perception in cities contaminated by woodsmoke. A survey (N = 489) was conducted in Temuco and Padre las Casas, Chile, which included questions regarding attitudes, sociodemographic factors, and health care behaviors, to obtain information for mitigation initiatives. Through a cluster analysis, three population segments were identified that related differently to environmental pollution, which were constructed based on seven psychosocial variables. Different sociodemographic profiles and self-reported behavioral patterns were found, which should guide policies aimed at improving air quality in cities contaminated by pollution from wood-burning stoves.