The document summarizes a study on the effects of a risk communication campaign in Zurich, Switzerland on homeowners' risk perception and preparedness. The campaign involved distributing brochures about flood risk areas and safety measures. The study found that homeowners who engaged with the campaign materials had higher risk awareness and preparedness compared to those who did not. Key factors influencing preparedness included trust in authorities, risk awareness, evaluation of the campaign materials, and having experience with floods. The results suggest that regular risk communication and building trust can increase public preparedness for flood events.

1. sdf
Influencing factors on home owners’ risk
perception and behaviour:
evidence from a risk communication campaign
in the city of Zurich
Elisabeth Maidl, Matthias Buchecker
International Disaster and Risk Conference IDRC 2012
August 27, 2012
Swiss Federal Institute for Forest, Snow and Landscape Research WSL 1

2. Outline
• Background of the study
• Survey and sample description
• Main results: effects of the campaing on
- knowledge about risk areas
- risk awareness
- preparedness
• Conclusion
Swiss Federal Institute for Forest, Snow and Landscape Research WSL 2

3. Background:
Implementation of risk maps
Cantonal decree to regard
risk maps for city planning and to inform home owners
municipalities inform home owners
Swiss Federal Institute for Forest, Snow and Landscape Research WSL 3

4. Background:
Content of the campaign
Brochures with information on:
- risk areas
- security measures
- probability & potential damage
- online accessable risk map
Swiss Federal Institute for Forest, Snow and Landscape Research WSL 4

5. expe-
Study design respon-
sibility
rience infor-
mation
object beha-
type viour evalu-
and ation
usage
general
attach-
risk-
ment
prepared- aversion
ness
socio- (willingness risk
demo- aware-
graphic to take
measures) ness
priority level of
of secu- know-
rity ledge
flood risk
control-
accep-
ability
tance
ob-
stacles trust
Swiss Federal Institute for Forest, Snow and Landscape Research WSL 5

6. Survey and sample description
• data collection: february – april 2012
• population: 10,500 home owners in risk areas
• sample size: 1,500 home owners
• response rate: 34% (460 questionnaires)
• socio-demographic characteristics:
- mean-age: 62 years
- 90% private owners
- high level of education (32% university degree)
- 64% males
Swiss Federal Institute for Forest, Snow and Landscape Research WSL 6

7. Main results: effect on knowledge
„Which risk area applies to you?“
50
45
40 36.3
35
30
28.9 28.8 28.8
% 25
23.7
20
20
15 13 11.1
10
5.6 3.7
5
0
Did not use risk map (N=316; M=-0.60; SD=1.15)
Used risk map (N=135; M=-0.67; SD=1.01)
Swiss Federal Institute for Forest, Snow and Landscape Research WSL 7

8. Main results: risk awareness
• Respondents who studied the material had a higher level of risk
awareness than non-users.
• Who studied the material?
– personal flood experience
– knowlegde before the campaign
– preference for mail information
• A high level of risk awareness correlated with a highy level of
preparedness.
Swiss Federal Institute for Forest, Snow and Landscape Research WSL 8

9. Main results: effect on preparedness
The two main influencing factors on preparedness:
trust
positive
evaluation risk awarness
intensity of studying
the material
preparedness
intensity of studying
the material
risk
awareness experience
knowledge before
Eidg. Forschungsanstalt für Wald, Schnee und Landschaft WSL 9

10. Conclusion:
How to rise preparedness?
• improve/preserve preconditions of receptiveness for information:
- regular information
- trust in authorities
• address people according to their information needs
- media (mail, internet)
- benefit-effort
- provide contact details and encourage to consult experts)
Swiss Federal Institute for Forest, Snow and Landscape Research WSL 10

11. Thanks for your
attention!
elisabeth.maidl@wsl.ch
matthias.buchecker@wsl.ch
Swiss Federal Institute for Forest, Snow and Landscape Research WSL 11

12. Measurement of risk awareness
risk awareness (8-item scale, α=.836)
- perception of flood risk in Zurich
- perception of flood risk for own property
perception - perceived propability of experiencing a severe
flood in Zurich
- worry about flood risk
- general interest in natural hazards
relevance - flood is a relevant topic
- followed regular information about flood risk
- followed specific information about flood risk in
Zurich
Swiss Federal Institute for Forest, Snow and Landscape Research WSL 12

13. Measurement of preparedness
Preparedness (5-item-scale, α=.877)
Flood proof setting of equipment (such as oil
tank or heater)
Temorary measures (such as removable
barrier)
Inform house/flat renters
Not use certain rooms (e.g. cellar)
Emergency plan
Other measures
Swiss Federal Institute for Forest, Snow and Landscape Research WSL 13

14. Regression: preparedness:
Willingness to implement measures
2
R =.238, F(6, 304)=16.849, p<.001).
Durbin-Watson: 1.814
SEE: .868
Independent variables Parameter
estimates:
beta (SE)
1 evaluation of the information material .198 (.073)***
2 risk awareness .178 (0.87)***
3 priority of security vs. .178 (0.55)**
low public debt and regulation
4 benefit-effort evaluation -.164 (1.04)**
5 sex .174 (1.07)**
6 general reconstruction plans .123 (0.69)*
Swiss Federal Institute for Forest, Snow and Landscape Research WSL 14

15. Regression preparedness:
Already implemented measures
R2=.134, F(6, 392)=10.915, p<.001).
Durbin-Watson: 1.844
SEE: .849
Independent variables Parameter
estimates:
beta (SE)
1 benefit-effort evaluation -.200 (0.88)***
2 risk acceptance (evacuation) .170 (0.40)***
3 knowledge about flood risk .134 (0.40)**
4 professional background .131 (1.38)**
5 general risk-aversion .129 (0.58)**
6 spent there most time of life .092 (0.27),
p=.075
Swiss Federal Institute for Forest, Snow and Landscape Research WSL 15