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Although Beijing’s air quality has improved, there is still a long way to go for haze governance. In order to understand haze risk perception and related influencing factors among college students in Beijing, we developed and verified two scales, with college students as the survey object, and analyzed the theoretical framework and realistic level of haze risk perception and influencing factors through empirical research. We showed that the reliability and validity of the two scales are excellent, and they can be used as a powerful tool to measure college students’ perception of haze. The haze risk perception scale (HRPS) is divided into four dimensions. The degrees of perception ranked from high to low are: direct consequences perception, indirect consequences perception, risk responsibility perception and risk source perception. The haze risk perception influencing factor scale (HRPIFS) is divided into three dimensions. The degrees of influence ranked from high to low are: personal emotion, media communication and government policy; the three influencing factors all have a significant positive correlation to overall haze risk perception, but personal emotions and media communication are only significantly related to the three dimensions of direct consequence perception, indirect consequence perception and risk source perception. Government policy is only significantly related to the three dimensions of direct consequence perception, indirect consequence perception and risk liability perception. This paper proves the important role of media in haze risk perception and puts forward some policy suggestions to guide the public to form a rational risk perception. These findings can help improve theoretical and practical research related to haze risk.

Development and Validation of the Haze Risk Perception Scale and Influencing Factor Scale—A Study Based on College Students in Beijing