How Multidimensional Risk Communication Influences Public Altruistic Protective Behavior in Public Health Emergencies

Abstract

Public altruistic protective behavior is pivotal in public health emergencies, yet integrated evidence on how multidimensional risk communication shapes it is limited. Grounded in the protective action decision model (PADM) and risk communication theory, this study aims to construct a multidimensional communication strategy impact model encompassing information sources, communication content, narrative style, and communication media, with risk perception introduced as a mediating variable and trust in authoritative information sources as a moderating variable, to systematically examine how these factors affect public altruistic protective behavior. Taking the pandemic as a typical public health emergency scenario, a questionnaire survey of 1,417 respondents across 11 Chinese provinces revealed that (1) all dimensions of risk communication exert significant positive association with altruistic protective behavior, (2) risk perception mediates the relationship between risk communication and altruistic behavior, and (3) trust in authoritative sources negatively moderates the path from information sources to risk perception, displaying a “high-trust attenuation effect.” This study provides theoretical support for more precise governmental messaging and altruistic mobilization.

Keywords

risk communication strategies public altruistic protective behavior risk perception trust in authoritative information sources public health emergencies

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