A flood-risk-oriented, dynamic protection motivation framework to explain risk reduction behaviours

In: Natural hazards and earth system sciences: NHESS, Band 20, Heft 1, S. 287-298

Abstract

Abstract. Private risk reduction behaviours can significantly reduce the
negative impacts of flooding and flash floods. Over the past decades,
researchers have used various socio-cognitive models or threat and coping
mechanisms to explain individual protective behaviours. However, these
models ignore the fact that people are not equally ready to act upon a danger, and
they (the models) give limited insights into the effectiveness of communication
strategies to foster risk reduction behaviours. Therefore, we explored the
current state of homeowners' readiness to undertake risk reduction
behaviours in flood risk areas by applying a dynamic protection motivation
framework. We conducted a survey in an Italian municipality that experienced
severe flash flooding in September 2018. The results show that people are
motivated by different factors in prompting risk reduction behaviour based
on their chosen types of protective measures. For example, people that undertook
structural or avoidance measures are more likely to be motivated to protect
themselves by increased perceptions of vulnerability and response efficacy
and are less worried about expected flood losses compared to people that
undertook only basic emergency measures. In this paper, we argue how these
new insights contribute to targeting flood risk communication strategies to
groups of individuals characterized by different readiness stages and
motivations to protect themselves.