Individual characteristics or cultures? Public risk perception in the coronavirus pandemic

Abstract Public risk perception varies by sub-groups but is key in a robust risk management. This study uses the Grid Group Cultural Theory (GGCT) to test how cultures, compared to subjective knowledge level and demographic factors, influence three measures of public risk perception—perceived risk to individuals themselves, the place they live, and China. This study uses an original survey conducted from February 17 to March 14, 2020 during the outbreak of Coronavirus (COVID-19). This research found that age and household income correlate positively with perceived risk to individuals themselves, and education and household income correlate positively with perceived risk to the place they live, whereas egalitarian and hierarchical cultural indices correlate positively with the perceived risk to China. Further tests of interactive effect of culture and individual characteristics on risk perceptions found that the effect of hierarchy on risk perceptions depends on household income.