How Risk Perception of Air Pollution Influences Consumers’ Pro-Environmental Behaviors: An Empirical Study Based on the Extended Theory of Planned Behavior

Air pollution is a critical global issue affecting sustainable development, and effectively addressing air pollution requires consumers to improve air quality through daily pro-environmental behaviors. This study aims to explore the influence mechanisms of multidimensional risk perception variables on consumers’ pro-environmental behaviors. It introduces risk effect, risk controllability, risk trust, and risk acceptability and incorporates multidimensional risk perception variables into the theory of planned behavior (TPB) model. The results of the structural equation model indicate that risk effect, risk trust, and risk acceptability of air pollution significantly influence pro-environmental behaviors through behavioral intentions. Moreover, the risk effect, risk trust, and risk acceptability of air pollution significantly influence consumers’ pro-environmental behaviors through the chain-mediating effect of attitudes and behavioral intentions. The risk controllability does not affect consumers’ behavioral intentions or pro-environmental behaviors. Through the integration of multidimensional risk perception and the validation of the behavioral intention–behavior gap, this study provides new perspectives for research related to consumer pro-environmental behavior. It also provides references for the government to communicate with consumers about risks, solve air pollution problems, and achieve sustainable development.