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Fine particulate matter (PM2.5) is the main pollutant particle of smog pollution. Public PM2.5-reduction behavior is beneficial and important to the reduction of smog emissions. The article aims to investigate the influencing factors of the intention for individuals’ PM2.5-reduction. A conceptual model was proposed from the perspective of the protection behavior decision model and the heuristic-systematic information processing model. A random questionnaire survey was conducted in Hefei City, China. Results suggest that risk perception is a positive determinant of PM2.5-reduction intention, information insufficiency, and information-seeking intention. Information insufficiency positively determines systematic processing and information-seeking intention but fails to influence heuristic processing. Information-seeking intention is positively correlated with systematic processing and heuristic processing. Systematic processing positively determines PM2.5-reduction intention. However, the results suggest that heuristic processing has no significant effect on PM2.5-reduction intention. The findings of this study provide practical implications for enhancing individuals’ PM2.5-reduction intention.

Impact of information processing on individuals’ intentions toward reducing PM2.5: evidence from Hefei City, China