Various medium-sized cities in southern Chile are saturated by air pollution caused by woodsmoke. In this study, we developed a segmentation model to assess the public’s perceptions, understanding of health risks and emotional responses to poor air quality. To date, this is the first segmentation model dealing with public perception in cities contaminated by woodsmoke. A survey (N = 489) was conducted in Temuco and Padre las Casas, Chile, which included questions regarding attitudes, sociodemographic factors, and health care behaviors, to obtain information for mitigation initiatives. Through a cluster analysis, three population segments were identified that related differently to environmental pollution, which were constructed based on seven psychosocial variables. Different sociodemographic profiles and self-reported behavioral patterns were found, which should guide policies aimed at improving air quality in cities contaminated by pollution from wood-burning stoves.

Air pollution stands as a primary environmental factor influencing mortality globally. Despite its significance, individuals frequently struggle to assess the risks associated with polluted environments. This paper delves into the psychological mechanisms that contribute to the discrepancy between public perception of air quality and objective measurements. Through an extensive literature review spanning several decades, six fundamental heuristics that underpin misperceptions of air quality are identified and examined. The article further explores the theoretical and practical implications of acknowledging these biases in the development of urban environmental policies. By addressing judgmental biases, urban planners can improve the communication of risk information among lay people and ensure that environmental improvements are acknowledged and valued by all members of the community.

Cities in southern Chile face serious environmental pollution due to extensive use of firewood for heating and cooking. Lack of access to cleaner energy fuel, low-efficiency building materials, and a cold climate exacerbate the problem, which increases the deforestation of the native forests of Patagonia. While environmental justice research has established clear links between air pollution hazards and vulnerable populations, little is known about how this relationship influences the risk perception and adaptation strategies among all urban residents. This study assesses social vulnerability variables, indoor environments, and air pollution adaptation strategies in households located in the city of Coyhaique by monitoring households’ temperatures and conducting semistructured interviews with residents. Focused on interactions between people and their indoor and outdoor environments, this study reveals the microscale hazards and difficulties in overcoming the dilemma between breathing clean air and cheap heating as additional dimensions of environmental injustice. Keywords: air pollution, air quality perception, Coyhaique, environmental justice, firewood, spatial inequality.