Air Pollution - Information Needs and the Knowledge, Attitudes and Behaviour of Canadians - Final Report
1.0 Introduction
The importance of air quality in Canada was heightened over the summer as many parts of Canada experienced a prolonged heat wave, accompanied by multiple smog and air quality advisories. There are numerous aspects involved in the relationship between air pollution and the health of Canadians. As a result, Health Canada wanted to explore Canadians' attitudes, values, perceptions and practices in this area. Environics conducted a research program that will provide Health Canada with baseline information that can be used to guide its outreach and health promotion activities to engage Canadians in clean air issues.
To obtain this information, Environics conducted a national survey of 1,213 Canadians, 16 years of age or older and a series of six focus group sessions (two each) in Toronto, Montreal and Vancouver. The focus groups were conducted between October 23-25, 2001. Interviewing for the national survey was conducted between November 16-25, 2001. Overall, the results of the national survey are accurate to within ±2.8 percentage points, 19 times out of 20. The margins of error are somewhat larger for the various subgroups. While the focus group results are not necessarily representative of the general public, they do provide valuable insights regarding typical public reaction to these issues.
This research program investigated the following topic areas:
- Top-of-mind perceptions/concerns regarding air pollution/air quality
- Level of concern regarding air pollution
- Willingness for personal action
- Roles and responsibilities of various actors (e.g., government, industry, individuals)
- Determinants of health
- Perceived effects of air pollution on health
- Personal health conditions – including possible respiratory problems
- Provision and receipt of advice regarding the relationship between air pollution and health
- Information requirements and preferred vehicles/channels of information
- Familiarity and use of the air quality index
- Perceived sources of air pollution
All research work was conducted in accordance with the professional standards established by the Professional Market Research Society (PMRS) and the Canadian Association of Market Research Organizations (CAMRO).
This report presents the results of the survey. Values in the tables are percentages unless otherwise indicated. Copies of the English and French research instruments are appended to this report and detailed statistical tables are presented under separate cover.
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