Segmentation of the general public according to differences in knowledge and beliefs about radiation-cluster analysis by attitude, knowledge, belief and anxiety.

Abstract

Following the 2011 Fukushima Daiichi Nuclear Power Plant accident, public behaviors have been marked by excessive avoidance and stigma, driven by fear and uncertainty regarding radiation exposure and its health implications. Despite extensive media dissemination of information on radiation, the precise nature of the public's knowledge, beliefs and the resultant behavioral responses remain unclear. This study aimed to segment the population based on their attitudes, knowledge, beliefs and anxiety levels about radiation, correlating these factors with their cognitive and behavioral responses to radiation exposure. Surveying 2400 individuals, we identified seven distinct segments that illustrated a spectrum of health concerns, even among those well-informed about radiation. Notably, individuals with higher health anxiety were found to reject discriminatory prejudices linked to radiation, yet they tended to distrust official information, potentially as a psychological mechanism to justify their avoidance behaviors. These findings underscore the need for tailored communication strategies that address the complex landscape of radiation-related perceptions and misinformation.