Understanding Crisis-based Communication on Environmental Protection in China: Mass Media and Individuals

Beijing has been frequently stroked by sandstorms. During the occurrence of sandstorms, related information increased dramatically due to mass media. How did the mass media in China react to the sandstorm crisis? Did the crisis arouse public awareness of environmental protection? Were the majority willing to pay an environmental tax for air quality improvement? In response to these questions, the purpose of this study is to analyze the impacts of a short-term information explosion from mass media on individual's attitudes, perception and payment behavior. Two follow-up telephone interviews were carried out in Beijing before and after the sandstorm incidents. The empirical results suggest that mass media had created a surge of information available for individuals once sandstorms occurred. The information explosion had deepened residents' cognition of causes of sandstorms, government control measures and personal protection methods. 83% of our interviewees expressed their willingness to pay for an annual tax to support government against expanding sandy lands compared with 66.7% in the priori scenario. On average, households were willingness to pay 275 Chinese Yuan yearly. The empirical results confirm that information plays an important role in individual's perception of environmental protection and behavior selection.