Public concern for air quality: Explaining change in toronto, canada, 1967–1978

The paper presents the results of an empirical study of the change in perception of air quality in Toronto, Canada from 1968–1978. The data show a shift in public concern with and awareness of air quality. Despite the fact that the 1978 population regarded air quality as degraded, air pollution declined as a public concern, requiring a less serious response by government than other societal problems. The results of the study were reviewed in the context of existing perception studies. In explaining change, the study found: (1) perception of ambient air quality was not related to air pollution levels; (2) air pollution declines as a public concern as other socioeconomic problems surface; and, (3) the mass media has an important role in affecting public attitudes and behavior over environmental quality issues.