Mixed methods study using behavioural and cultural insights to understand perceptions and behaviour related to air quality in Georgia. 2024

The study examines public awareness, perceptions, and behaviours related to air pollution in Georgia, to identify barriers and opportunities for reducing health risks and shaping effective policies. It covers both the general population and high-risk groups, including people with chronic respiratory illness, street vendors working outdoors, and healthcare professionals.

Key findings

• 87% are concerned about health risks from air pollution.
• 80% believe that protective steps can prevent serious illnesses.
• Fewer than 30% took any protective measures in the past year.
• 88% did not consult any air-quality indicator in the last 12 months.
• Many worry that protecting themselves would mean missing work or social obligations.
• Street vendors and people with chronic respiratory illness report the least ability to act despite the highest exposure.
• The public views government regulation and employer support as essential for reducing exposure and enabling practical adaptations (e.g., flexible hours on high-pollution days).
• Scientists, healthcare professionals and doctors are the most trusted sources of air pollution information.

The research was conducted by ACT Global, with the assistance of the European Union, UNDP and the World Health Organization under the project ‘Clean Air For Better Citizens’ Health‘.