Abstract

Wildfires have become an increasing global threat to public health and quality of life. Many countries employ air quality monitoring and reporting systems to mitigate health risks associated with air pollution, including wildfire smoke. This study investigates the factors influencing individuals’ sensitivity to air quality information, specifically their likelihood of reducing or ceasing outdoor activities in response to air quality ratings, with a focus on wildfire smoke exposure in the western United States. Using the Bayesian Mindsponge Framework (BMF) analytics, the study analyzed data from 2,237 participants in the Boise Metropolitan Area of Idaho and Boise State University. The findings reveal that women, older individuals, and those with higher educational levels are more likely to reduce outdoor activities at lower unhealthy AQI levels (the lowest being ‘good air quality,’ while the highest being ‘hazardous air quality’), while individuals with higher incomes are less responsive. Women and older adults, in particular, are even more likely to eliminate all outdoor activities. Additionally, individuals who perceive wildfire smoke as more severe than other natural disasters are more inclined to reduce or eliminate outdoor activities at lower unhealthy air quality levels. Experiences of wildfire smoke-related illness—either personally or within their households—further amplify this effect. These findings highlight the importance of localized, context-specific approaches to AQI dissemination and wildfire smoke risk communication to build resilience and safeguard public health in the face of escalating wildfire challenges driven by climate change.