Can the perceived risk of particulate matter change people's desires and behavior intentions?

Particulate matter (PM) is a hazardous airborne pollutant that encompasses all airborne particles with diameters ranging from 0.001 to 100 μm. It is composed of total suspended particles (TSPs), consisting of two main particle sizes: PM10 and PM2.5. PM poses various threats to human health because of its rapid mobility and its ability to spread over a wide area. In particular, it has long-term negative effects on such organs as the lungs and heart. China and South Korea, located in Northeast Asia, are representative of the countries at risk of PM, and their populations live with an awareness that the harms of PM go beyond physical risks. Therefore, based on previous studies, this study classifies the perceived PM risks into physical, psychological, financial, functional, and time risks. It has tried to verify the effect of this risk perception on the behavior intention of Chinese and Koreans and examine the moderating effect according to the difference in nationality. The study's conceptual model was constructed by applying Ajzen's proven theory of planned action. Utilizing AMOS 22.0 and SPSS 22.0, an analysis was performed. Following this analysis, it was determined that there was a significant causal relationship between perceived PM risk and behavioral attitudes, subjective norms, and perceived behavioral control. Additionally, it was discovered that perceived PM risk significantly impacted desire and behavioral intention. These findings demonstrate that when persons are exposed to high concentrations of PM, they perceive a variety of risks that go beyond the merely physical, and they can form different attitudes depending on their nationality. This study greatly contributes to the theoretical and practical implications by presenting more diverse perspectives on PM risk.